Libido in the Media
editAttracting Consumers
editThe concept of libido can be used as a marketing strategy as demonstrated through French philosopher Jean-Francois Lyotard’s book Libidinal Economy and in the phenomenon of pornification.[1] During the Golden Age of Porn, people positively responded to sources that increased their libido.[1] Examples can include magazines, movie trailers, posters, commercials, and in window displays.[1]
Advertisements can be purposed to make an indirect connection between the products and the sexually enticing aspect implemented within the commercial. Such that a 1987 Yamaha advertisement made a link between their motorcycle with a woman’s orgasmic moan.[1] Another example would include Sony’s advertisement of their camera that was being used to accidentally publicize a wife’s lap dance in 2002.[1] It is due to connections that draw on people’s sex drive that has ultimately caused a strong link between condoms with euphoric sexual intercourse instead of the dangers of sexually transmitted diseases.[1]
The female body is more sexualized than the male body when it comes to product advertisements. As a result of erotic commercials, women are more likely to be offended since the high prevalence of sexualized female bodies can have an impact on feminism.[1]
The Influence on Women's Sexuality
editSocietal views on men's and women’s sexuality differ. This has resulted in the myth that men have more libido than women.[2]
In a study conducted by Meredith Chivers, participants consisting of males and females were subjected to various sexual stimuli. Sexual arousal was measured using a plethysmograph to reflect the rapid increase in blood flow to the genital walls. Results showed that women’s subjective rating of their sexual arousal did not match with the objective readings from the plethysmograph as opposed to men.[2] Women are more likely to hide their sexuality from other people. This is also the reason why women are less likely to report the true frequency of masturbation than men.[2]
Libido and Sexual Function in Men
editHypogonadism
editIn general, the strength of libido decreases as men age. Since testosterone levels are correlated with libido, hypogonadal men are a population who deal with reduced libido levels.[3]
In a trial of 715 men with a mean age of 55, use of testosterone therapy to normalize testosterone levels in hypogonadal men resulted in increased libido.[3] This therapy was efficacious when used as a monotherapy for men with mild erectile dysfunction and not for those with moderate or severe erectile dysfunction.[3] Men with more severe erectile dysfunction typically require therapy that focuses on more serious etiology such as severe neurologic disease or radical pelvic surgery. Hypogonadal men with mild erectile dysfunction who do not respond to phosphodiesterase-5 inhibitors would respond to testosterone therapy most favorably.[3]
References
edit- ^ a b c d e f g Rutherford, Paul (2007). A World Made Sexy: Freud to Madonna. University of Toronto Press. pp. 190–243.
- ^ a b c Johnson, Matthew D. (2016). Great Myths of Intimate Relationships. Wiley. pp. 5–10. ISBN 978-1-118-52128-1.
- ^ a b c d "Testosterone Therapy Improves Erectile Function and Libido in Hypogonadal Men". Current Opinion in Urology. 27: 511–515. November 2017 – via Europe PMC.