In American society, medications have become so ingrained into our culture that it seems we could no longer live without them, as is evident in the “Pill Poppers” video. One woman in particular had eventually become addicted to her medication and literally could not live without it. Medications today help relieve pain, anxiety, depression, etcetera. They are used both in the context of medicalization and of biomedicalization because they control the body and its behaviors and also enhance the body and its behaviors. For example, medications for pain represent medicalization and medications used as stimulants, like increasing sex drive, represent biomedicalization. The importance that our society places on medications as almost a necessity of everyday life only outlines the value that we put in good health and the ideologies we hold of perfect, healthy bodies. Everybody strives to be perfect because we place a great deal of value in the idea of perfection, that it is something just out of reach but that we must covet and work towards. People like to be thought of as successful and nothing says success and wellbeing like a fit, healthy body. Thus, people have turned to medications to eliminate any imperfections and also to improve their bodies beyond what is normal.
The cultural values and ideologies behind this advertisement is that menopause is a very natural process through which every female goes. It can be helped but it is nothing to be ashamed of. The social roles outlined in the ad are that women with menopause sleep less during the night and are more irritated during the day. As far as presentation of medical information goes, the ad clearly states that the medication has been clinically tested and the research has been published, validating any doubt that the audience may have. The doctor patient interactions are summarized only in fine print at the bottom – the patient is more than capable of treating themselves with this medication and need only consult a doctor if they are having any serious side-effects. Another advertising strategy used is that the ad includes a picture of the medication in its box so that any potential patients would know exactly what to look for at the store.