I believe that medications play a dominant role in the American society in terms of medicalization and biomedicalization. Throughout the transformation from medicalization to biomedicalization, the role of medication has became more prominent. In today’s society, the one of the main concerns/desires is having the best health and being successful – and if there’s a medication that can help, people are all about it. Medications are also influenced by celebrity status in American society. Celebrities that have deals with medication companies promote their product, influencing the people who may look up to them, or even those who dislike them. Paula Deen is as example of a celebrity that has an influence on those with type 2 diabetes, who is/(was?) the face of the medication Victoza. People had a number of reactions to learning of her diagnosis of diabates, as well as her endorsing Victoza.
I chose to look at a commercial for the drug Cialis which is for erectile dysfunction – http://www.youtube.com/watch?v=mRoG-HyKcqA
There were a number of advertising strategies used in this commercial. It was directed towards males with erectile dysfunction, and gave them an example of a scenario in which they would not want this to be a problem. The commercial shows a couple sitting perfectly happy at dinner, and makes the situation look to be what would be considered romantic in our society. The man is supposed to be a consumer of Cialis. Erectile dysfunction is something that no male in our society would want to deal with, so it aims to appeal to everything that one who experiences this would want to hear. The commercial lists of medical conditions and warns those who suffer from them to be wary. This could make those who do not suffer from those certain medical conditions more inclined to try the medication. The commercial closes with the final sales pitch of informing the viewer to contact their doctor, the first step of getting the medication.