The use of medications in American society has skyrocketed over the past 50 years to the point it would look like an exponential function if it was to be graphed. There is a pill for nearly everything nowadays. With the transition into biomedicalization in American society we are seeing a huge increase in the amount of ‘enhancing’ medication that is used on a daily basis. Many Americans, in my opinion, feel like they need to take medications daily in order to live a normal, healthy life. For example my girlfriend takes vitamins for ‘healthier’ hair, skin, and nails every morning and takes melatonin (sleep aid) at night. She claims that if she stops taking the vitamins her skin becomes dry and her nails brittle and she cannot fall asleep or get a full night’s rest if she doesn’t take the melatonin. It’s similar to young man in the Pill Popping video that is given ritalin. He does not have ADHD but says it helps or enhances his cognitive function. It’s also kind of similar to the busy overworked mom who was given or prescribed Prozac in order to get through her day and be happier. While being busy, overworked, and raising children can be very difficult and stressful I don’t believe its debilitating and requires medication. However if the Prozac gets mom through the day and enhances her health and well being I feel like it would be very welcomed on a daily basis but not a necessity.
Here is a short clip of an advertisement for Allegra D the fast acting non drowsy antihistamine with a powerful decongestant!
The video shows only women in the advertisement and to me the cultural value aspect would be the ability to enjoy being outside, around dogs (and babies?) while being able to breathe unrestricted with no congestion or pressure. It also touches on the social role of a woman and raising a child. The woman pictured is smiling ear to ear while she holds a baby and takes a full breath through her nose. The advertisement also presents the medical information with a ‘D’ (from the D of Allegra D) in that it D-congests and D-pressurizes. The clip also shows all of the women smiling and acting very happy because they are now free from the congestion and pressure associated with allergies. It makes sense though, if you’ve ever had a sinus infection or get seasonal allergies you know that the congestion and pressure, especially the pressure can make you absolutely miserable.