Speaking of Viagra...

http://www.youtube.com/watch?v=Z-vj_iYTdS0

As we discussed in class the strategy used by pharmaceuticals for advertising, in this case Viagra, I stumble with an advertising that fits the shoe perfectly. This add is celebrating the 10Th birthday of Viagra from when it was approved by the FDA; but it does not neglect to advertise its use, which is done in a very subtle way and not very relevant image to get its message across. The advertising uses many sings that imply the circumstances where Viagra is used, slow music, the dim candle light that grows progressively, typically represent an intimate moment between two people, usually intercourse; however in this ad there is no representation of people, or the visually effect of what Viagra does, but it somehow manages to tell us that this products is using for enhancing size.

This ad, like all the others we discussed in class follow the same tactic found in products that are connected to sexual life. I would say that this ad, condoms and birth control ads that do not visually represent what they are selling, are a result of creative minds that live in a post-modern world. This type of advertisement usually uses parody or irony as a way to deliver their message, perhaps because it takes pressure off the consumer about being ashamed to want to use it, or admit that they do. In a society where it is taboo to speak of sex freely, or ways to obtain better sex, results from the cultural norm that sex is something to be ashamed of as it is not accepted by social ideologies. Another reason as to why pharmaceuticals approach this method of advertising can be because the use of irony that speaks directly to a more mature audience and prevents the younger audience from thinking that using these products is OK, and therefore abuse it or use it irresponsibly. This ad also takes us back to the beginning of the semester where we spoke of adverting and its signifier. We mentioned before a strategy used by companies, and that is that you do not see the brand name throughout the whole commercial or just for a couple of seconds at the end; which is the case at hand. Concluding the discourse of pharmaceutical advertising, the ad above is a clear representation of strategies used to advertise sex related products, but represent many advertising strategies in general.