I believe that over time we have become so advanced and powerful in the ways that we can alter our bodies that we have come to expect a lot more out of medicine than we once did. Malaria pills and penicillin turned deadly illnesses into temporary discomforts. Now, we expect the same results in areas of medicine that are not so threatening. The age of Medicalization brought forth new ways in which we could control our bodies and behaviors through medical intervention. However, we have moved past that and are now looking for ways to enhance them. Take, for example, erectile dysfunction. As I understand it, this is a pretty natural occurrence that comes with age. However, we can now enhance our bodies with medicine so that we don’t fall victim to this natural cycle.
Cultural values and ideologies – that men should be able to handle problems when they occur. this guy gets his truck stuck in the mud, so he should be able to figure out how to get it unstuck. I personally would have just dropped it into four wheel drive, but that would not have been as artistic.
Social Roles- Men are portrayed as rugged and tough.
Presentation of Medical Information – There really isn’t much in this particular commercial. I think it’s probably because viagra is a pretty established brand by now, every commercial doesnt need to remind “potential patients” about what its used for. They advise consumers to consult with a doctor, along with a list of warnings.
Doctor/Patient interactions – There wasn’t a scene in this commercial of doctors meeting with patients. Again, i think this has to do with the fact that everyone knows what viagra is used for. However, the commercial does advise that consumers see a doctor before use.
Other Advertising Strategies- The song is an old blues tune. one you could imagine being played at a cowboy bar. It adds to the masculinity of the commercial.