It may be because I’m in the target age group, but I’m conscious of hearing a plethora of radio ads in the past month on the subjects of "Erectile Dysfunction" and "Testosterone Deficiency" in the over-40 male population. The claim is that 50% of us are suffering from some degree of droop.
It’s a surprise to hear ads relating to what is supposedly a male health issue – the health media is traditionally dominated by female concerns and complaints. Indeed, it has been a cause for complaint that male health matters seem to come a very poor second to those of women.
It strikes me that “erectile dysfunction” may not be on the list of dangerous diseases; I find it hard (no pun intended) to believe that it’s a life-threatening condition. Why aren’t other major men’s health concerns e.g. heart disease, blood pressure, cholesterol, obesity, Type 2 diabetes, colon and prostate cancers etc. etc. the subject of such intensive advertising campaigns?
Is it just possible that this ad campaign may not be intended for the benefit of men at all, but rather it is aimed at fixing a female complaint: they’re not getting enough sex. Middle-aged women, the long-time wives of those over-40s men, are avid viewers of “Sex in the City” and consumers of mountains of chick-lit novels. All of these share a common theme – sexual satisfaction is the right of women – “because you’re worth it”.
However, before any of those 50% of 40+ male sufferers of erectile dysfunction are subjected to any form of medication or medical treatment, I demand that they be subjected to a simple test:
Place the subject, naked, alone in a bedroom with a nubile, naked 18-year old au pair. I’ll wager that most of them will have a miraculous and immediate recovery.
Which reaction may, of course, raise awkward questions, and possibly nothing else, in the marital bed.
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