It’s difficult to put into words the number of times that you encounter products and commercials that you see on TV but don’t know much about. When you’re not exactly sure what a product is or does, it can be hard to figure out if it’s right for you. That’s why, in today’s world of viral marketing and influencers, celebrities, and comedians, there are so many opportunities for you to learn about products without having to pay for them. In today’s world of digital marketing and influencers, celebrity spokespeople, and comedians, there are many opportunities for you to learn about products without having to pay for them.
One great example is the recent controversy surrounding a woman’s supposed impotence on Viagra, as well as the many scams and fake reviews that arose from it. If you’re unfamiliar, here’s a brief overview of what happened.
The Scandal Surrounding VIAGRA
In early March of 2015, a Twitter user named @_emmawhitewrote about how she had been contacted by a representative from a pharmaceutical company, who informed her that she’d been identified as the perfect candidate for a Viagra commercial. In the commercial, the blonde, middle-aged woman at the center of the scandal would supposedly walk through a crowded city street, while on a cell phone, trying to have a conversation while also carrying a heavy bag. The voice-over at the end would say, “I took Viagra, and I felt like a new man.” The Twitter user, who chose to remain anonymous, said that she’d been asked to take part in the commercial by a friend whom she knew to be in the sex industry. She agreed, not knowing what kind of product she was actually receiving or how it would affect her.
The next day, social media platforms and websites began to catch fire with commenters, including myself, denouncing this type of commercial. We pointed out that there were already tons of inflatable dolls that looked like women, and that it was a bit of a stretch for the makers of this product to have the woman allegedly on Viagra carry a handbag. Moreover, this was not the first time that the makers of Viagra had used this particular plot device. Back in 2012, a similar commercial had aired, where a man walks through a crowded street while on the phone trying to have sex with a woman who, at the end, drops her bag and has an “accident” while reaching for her purse.
The Fallout From VIAGRA
After the initial backlash, the pharmaceutical company, Pfizer, pulled the plug on this particular ad campaign. They said that it didn’t represent the typical user of their medication. However, that didn’t stop other brands from jumping on the “cougher than Viagra” bandwagon. As a result, there were tons of new products advertised to men as a “Viagra Alternative,” including the now-infamous Xeloda. Xeloda was a bone marrow cancer drug that was being advertised as a “Viagra Alternative,” even though it’s not exactly like Viagra. What’s more is that it was being advertised to treat a range of other illnesses and conditions, from heart disease to high blood pressure to diabetes. Needless to say, this caused a massive backlash, and the manufacturer pulled the drug from the market altogether.
While this particular advertisement had been withdrawn, it’s still available for anyone to see via the internet. Moreover, it’s still quite popular on social media platforms, where people are sharing their experiences with it, both good and bad.
Why Do People Continue To Fall For These Ads?
It’s not just about this one particular ad and the drug that it promoted. This is a trend that’s been happening for years now. It all started with the makers of Viagra capitalizing on the fact that more and more men were getting the flu as a result of the 2009 pandemic. During that time, the number of people seeing their TV screens fill with ads for erectile dysfunction medication more than doubled. Naturally, people started wondering if there was a relationship between the two. In fact, the makers of Viagra even created a fictional character named Dr. Joe, who encouraged men to “keep their penis in their pants,” as a means of countering the pandemic, as well as the many similar commercials that followed. In these ads, a man’s voice would ask, “Is fear of getting sick keeping you from getting some sleep?” before the camera would pan to show the man, presumably at night, while wearing a scarf around his neck. The theory was that if a man was cold, he wouldn’t be able to get an erection, and vice versa. However, this idea eventually fell out of favor, as it was clear that these kinds of ads were having the opposite effect. In fact, a 2013 study from the United Kingdom also concluded that Viagra ads might even have increased the incidence of sexual problems in men. That’s probably because many of those men who saw these ads also saw a corresponding increase in their already-existing sexual problems. The fact that these ads were so similar only served to further confuse people, as it made it seem like this was some kind of pattern or routine, rather than a one-off ad campaign. In other words, the men who saw these ads already had a problem, and the ad tried to make them feel like that problem had a solution.
These Ads Are Still Popular Because They Work
Even though this particular ad campaign garnered a great deal of criticism, it did have some advantages. First of all, it was effective. When it comes to getting people to do or buy something, sometimes subtlety isn’t the key. Instead, sometimes you need to over-deliver, completely. In the case of these commercials, the men who saw them wanted to know what they were getting themselves into. The fact that the commercials were funny and interesting, while also being somewhat relatable, made it more likely that they’d get the attention of prospective customers. Moreover, these customers might be more inclined to believe that the drug could actually help them, if they saw that it could also help a fictional character that they knew to be a funny and likeable guy. In other words, these men already had the attitude and psychology needed to be successful in their relationship. The fact that this was a fictional character meant that it was easier for them to imagine this individual as being in a similar situation, as well as to identify with him. While this may seem like a small detail, it can make a world of difference when trying to convince someone to try your product, or to go into a specific store.
The fact that these kinds of products and commercials are so pervasive is a problem. As much as we may want to believe that these platforms and channels are there for the common good, the truth is that they’re often just looking for the next “hot” topic or trend, and will run with it, regardless of the ramifications. Moreover, these platforms and channels are just looking for whatever will attract the most attention, which in today’s world often means focusing on the grotesque, the extreme, and the unusual. While it may be easy to mock and criticize these kinds of products and commercials, without a solid understanding of what’s causing the problem in the first place, it’s hard to say what, if anything, can be done about it. Moreover, we have to remember that these are simply advertisements, and as long as people are willing to pay for attention, we can be sure that these kinds of products and commercials will continue to be made and will continue to attract audiences, no matter how many people complain about them. In other words, as long as there are greedy people willing to make a profit off of other peoples’ problems, we can rest assured that these kinds of products will always be around. And that’s a problem.