Medicalization, according to the lecture, is the control over bodies and behavior through medical interventions. In comparison biomedicalization is the enhancement of bodies and behavior through medical interventions. When it comes to medication our society is very familiar with the concept. We’ve undoubtedly been prescribed pills by our doctor, taken over the counter medication, or at least seen our parents take some type of pill. Medications are held very highly in our society. Once a new pill is released onto the market, this can bring people out of the woodwork. According to the film “Pill Poppers,” they believe that once an effective treatment becomes readily available for a condition, this allows more people to seek medical help. Their condition becomes more socially acceptable.
The condition I chose was erectile dysfunction. In this commercial for Viagra, it shows a man trying to literally start a fire. Upon the first couple tries he’s not able to create a spark to light this fire. The narrator’s voice then says, “You’ve reached the age where giving up is not who you are. This is the age of knowing how to make things happen. So why let erectile dysfunction get in your way?” I think this ad wants to show an every-day type of man that doesn’t want to give up. This is clearly relatable for any man with erectile dysfunction. The ad wants the possible future patients to consult with their doctors about erectile dysfunction and talk to them about the possibility of taking Viagra. The narrator then goes on to say, “20 million men already have.” This shows the popularity of the drug and shows how common erectile dysfunction is. That it’s not something to be ashamed of. The ad goes on to list possible side effects like so many other pharmaceutical advertising commercials out there. Overall I think it was a decent advertisement for the drug, Viagra.