Thursday, February 10, 2011

Life imitates art... er... commercials...

Is it just me, or has anyone else who regularly watches the Golf Channel noticed that almost every advertisement is for Cialis, the erectile dysfunction (ED) drug.

These ads used to involve couples sitting in separate bath tubs. (Nope... I have no idea either.) But lately, they're a collection of scenarios involving some couple busy doing some thing --- eating breakfast, working in the yard, painting a wall, hiking on a trail --- when suddenly they're both overtaken by a rampant urge to rut.

Then, as they begin smiling suggestively at one another, readying themselves for pleasures to come, the buildings and land around them mechanically transform into what, Sexworld?

Now, I had thought these ED ads were just bizarre, simply goofy, but an insidious undertone is emerging that makes me realize advertisers just might be smarter than we give them credit for being.

Think about it.

The Golf Channel airs all things golf, and golfers are an odd lot whose jargon is replete with innuendo.

From balls, to shafts, to stroke play, to "getting it into the hole," to "nutting" shots, to spectators shouting "In the hole!" to "getting it up and down," to "knocking it stiff," golfers talk it, and all those ED ads suggest golfers must walk it as well.

But although the underlying message here might address the overarching question of "Wanna get laid?" with the answer "Just play golf," it might instead be that all this shaft-and-balls talk is pure cover for the real problem: that knocking it stiff is only possible with some help.

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