In 2014, a highly controversial Viagra
advertisement was released featuring only a beautiful, blonde woman in a
tropical environment describing the importance of the drug. This advertisement
proved to be very disheartening as Viagra is an erectile dysfunction medicine
that is prescribed to men who need help maintaining themselves during sexual
encounters. Viagra is owned by Pfizer and has created a phenomenon in
masculinity ever since its debut.
Within
my paper, I found the medical advertisement to be ineffective due to four main
points:
1. This
Viagra Advertisement attempts to normalize erectile dysfunction discourse.
Before the commercial was released, other advertisements were extremely subtle
when describing the condition in order to not offend any viewers, even evading
the word ‘erection’. This ad directly uses such diction from a female
character, which was surprising for many since it was broadcasted on every
major television. The ad was aimed for the audience of men suffering from
erectile dysfunction; however, unintended viewers are exposed to it as well,
like children. Erectile dysfunction is no longer a private matter because such
media is culturally saturating it.
2 2. The Viagra advertisement accurately uses
Logos and Pathos in order to persuade the audience; however, it lacks a strong
use of Ethos. First, Logos is used to inform the audience of the side effects
and possible concerns. It also relates the facts and benefits about how men can
achieve and maintain erections. Second, Pathos is utilized when the woman
discloses an intimate situation that was hindered by erectile dysfunction, and
then she uses emotion to make the intended audience comfortable about their
condition. Also, by laying on a bed in a blue slip dress while speaking in a
low, seductive voice, the woman is relaying evident sexuality in order to
persuade. Third, the advertisement lacks Ethos. Although, Pfizer is a
creditable pharmaceutical company, the advertisement would have benefited from
a testimonial. The woman is obviously a paid actress and un-attainable to the
target audience.
3 3.Viagra uses women and sex in this
advertisement to sell their pharmaceutical drug. In the past, Viagra
commercials focused primarily on men performing ‘manly’ activities or subtle
cues about men trying to get sexual with their partner (Dries, K). This all
changed with the introduction of this advertisement starring this gorgeous,
thirty-something blonde woman who flirtatiously advertises Viagra for the
absent man in the video. By using this woman to sell a drug targeted towards
men, Pfizer is depicting women as objects for men’s consumption. This ad uses
women’s sexuality for pharmaceutical sales.
4 4. This advertisement is essentially
marketing a lifestyle from using Viagra rather than the benefits of caring for
erectile dysfunction. Viagra created a luxurious storyline to grab viewer’s
attention. This ad is selling a convenient lifestyle with Viagra because “you
only take it when you need it”. The popularity of Viagra has spread to the
point that it is believed every man can sexually prosper with a prescription (Tiefer, L). Men are incipient patients within the
Viagra Phenomenon.
This Viagra Advertisement
definitely shocked people and received much negative attention. Actor Ben Stiller created a commercial
spoof in 2016 for “Female Viagra” in which he poses in a football jersey on a
bed to promote the women’s cause (McDermott, M). This fake commercial was for the
purpose of humor but it was interesting how it called out the obvious flaws in
women being featuring in erectile dysfunction advertising.
Female Viagra: https://youtu.be/K3u9txMqbWA
- In a world where sex sells, how can an advertisement solely featuring a woman be persuasive to a strictly male drug?
Dries, K. (2014). The First Viagra Ad Starring a Woman Is Not
Very Subtle. Retrieved April 15, 2016, from http://jezebel.com/the-first-viagra-ad-starring-a-woman-is-not-very-subtle-
1640700342
McDermott, M. (2016, February 09). Ben Stiller's fake
female Viagra commercial is brutally hilarious. Retrieved April 16, 2016, from http://www.usatoday.com/story/life/entertainthis/2016/02/09/ben-stiller-fake-female- viagra-commercial-tonight-show-jimmy-fallon/80044892/
Tiefer, L. (2007). Review of The viagra adventure: Macsculinity,
media, and the performance of sexual health. Culture, Health &
Sexuality, 9(5), 549-550. doi:10.1080/13691050701264584
I think it is very interesting how certain medications blow up and while others tend to fade away. Obviously Viagra blew up and I think that there are some concerns that come along with Viagra. The first issue that comes to mind is how these pharmaceutical create certain medications that defy the natural human processes. There is a reason why older men are more likely to had ED. Generally speaking, older men that have ED are most likely having sexual intercourse with a partner similar in age. The female body is not design to have a baby after a certain age. I just find it so interesting on how millions of people take Viagra to ultimately cheat time, to stop this idea of getting older. Whats wrong with not having sex? Its a social norm that pressures society to think that a "good" or "healthy" relationship is to have "good" sex, when this actually not the case.
ReplyDeleteViagra made a market position for itself that included heavy advertising. Within this advertising, Viagra made a name for itself as the male helper in the bedroom. You could relate this pairing to how Xerox became a synonym for making a copy or how Kleenex is synonymous for a tissue. For men, Viagra became their Kleenex or Xerox for sex, and sex is a two-to-tango type of activity. If men have a pill that would satisfy a woman "laying on a bed in a blue slip dress while speaking in a low, seductive voice" that is much more persuasive compared to a man saying how great the pill is for his sex life.
ReplyDeleteI have never seen this commercial, only the parody of it done by Ellen on her talk show. Now that I've seen the original video, I am even more amused by Ellen's parody. How funny! I definitely recommend watching it. Anyway, your analysis of this commercial is very interesting. I think you did a well rounded job of portraying all of the rhetoric behind it. The claim which I am most intrigued by is number 2, where you expose the Ads' lack of Ethos. I think this is a problem in a lot of commercials and Ads. The company is usually so focused on selling the product that they mask the actual credibility behind the product. The mask is usually an attractive object, in this case it is a women that is overly sexualized. This kind of marketing definitely sells. We, the consumer, are so distracted by the attractive object that we don't ask further questions. This is manifested in the fact that Viagra is one of the most well know male enhancers out there. I remember learning about this product in middle school when I didn't even know what sex was. Today, I feel as if this product is still very well know. This commercial is just more proof that people, including me, will endorse and trust a product apart from really knowing if its credible. Personally, I know nothing about the science behind Viagra. I know nothing about its success rate and I doubt many people do. Your research has been very eye opening for me. Good job!
ReplyDeleteI liked your point about normalizing erectile function conversation. While it is primarily a private matter, the success of Viagra has definitely opened up avenues for discussion. But one thing that I find interesting is that it has mostly opened conversation for Viagra itself more-so than the actual disorder. Most men aren't openly describing the details of their flaccid penis and miserable sex lives, but rather their use of Viagra and what a miracle it has been. For a pharmaceutical company, this is huge. I think that by associating the drug with attractive women, people see the drug as sexy and alluring, thus making it ok to talk about.
ReplyDeleteI think you hit the nail on the head when you said that Viagra is now selling a lifestyle rather than an ED solution. The woman in the video is not only sexy, but she is also reassuring, direct, and down to earth. This ad does feel a little uncomfortable because it is so direct. It lacks ethos and logos. While she tells you to talk to your doctor, there are no warnings about the product. She is just supposed to come off as a woman speaking to a man in confidence. She can be seen as a muse for men.
ReplyDeleteI agree with your point about the ad normalizing erectile disfunction. It's very interesting to me how you never really hear the men talking about their problems. Instead, they're the ones talking about how "good" it is after they started. It's always the women always describing the situation.
ReplyDeleteI think the ad normalizes erectile disfunction for men as it is very common for them to have problems as they get older, but I think men use Viagra as an excuse to improve their sex life when it could be related to something else other then erectile disfunction. You definitely are right, when you say that viagra has become a lifestyle. It is a lifestyle for men of a certain age now, as they have normalized their own medical problems to make it seem more acceptable. The women in the ad once again lures men to see that if they take Viagra then they will in turn have women wanting them.
ReplyDelete