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Viagra and Generation X

What is Generation X? The term Generation X is used to describe the generation of North Americans born following the post-Second World War baby boom. As referred by about.com, the exact demographic boundaries of Generation X is not well defined, people born between 1963 and 1978 are generally considered "Generation X," while others use the term to describe anyone who was in their 20s.

We are going to discuss this generation with the context of Viagra. According to a study published in the International Journal of Impotence Research, the use of Viagra or Sildenafil has grown up more than threefold among Generation X since it was introduced in the market. Overall, use increased from 0.8% of the sample population in 1998 to 1.4% in 2002, an 84% increase. Men 56 years and older continued to receive the majority of Viagra prescriptions. Amazingly enough, International Journal of Impotence also shows a 13% increase in Viagra prescriptions for women between ages 18 and 45.

Viagra is no longer merely a prescription drug for erectile dysfunction. The sensation 'V' has evolved as a lifestyle drug and possesses an aura of super sexuality. Young men use the magic blue pill to improve the quality of their penis erection and ensure a strong and vibrating sexual intercourse every time they have sex. The research mentioned above states that while studying 5 million insured adults 18 years and older from 1998 to 2002, it found that the fastest growing segments of users were found to be men 18 to 45 years and 46 to 55 years, who experienced increases in use of 312% and 216%, respectively, over the study period. Moreover, use of Viagra for a medical cause named erectile dysfunction or ED has declined in all age groups over the five years. These findings imply the use of Viagra as a recreational drug.

Have you ever tried to understand why the young generation men who are not suffering from ED chose to spend money on Viagra? What is the benefit? The men of GenX believe that Viagra leads to longer and stronger erections.

In a January 2000 study in Human Reproduction, Italian researchers noted that men without erectile dysfunction took Viagra to cut in half their "refractory period" meaning the time it takes to get another erection following orgasm. Viagra takes only 10 minutes time to get another erection, where as the typical period is 20 minutes.

Mr. Blue, the pet name of Viagra, has blown up into a multibillion-dollar industry… but how? Young, healthy and virile men who do not suffer from any diabetes, hypertension or any other medical cause of impotence want Viagra. They are part of a new wave of men in their 20s, 30s and 40s who complain about performance anxiety; some seek to get a spark in marriage. Sometimes men simply want to be daunted with how they function. Partygoers are looking for something to counterbalance the effects of alcohol and intoxicating drugs like Ecstasy. According to Wyatt, the UCLA sex therapist, Viagra is staple at popular "rave" parties in the gay community, which is known as "circuit parties."

Of course we need to consider Pfizer's direct-to-consumer advertising for Viagra. The focus has obviously shifted from elders to young generation. Remember former senator Bob Dole, who pitched Viagra to treat a common problem for men in his age group? He was the first person to introduce public to the term erectile dysfunction. This ad has been replaced by younger drug "spokesmen" such as under-40 baseball player Rafael Palmeiro. Pele, 63-year-old soccer legend, was Venezuela's Viagra pitchman. He was dropped in favor of a popular 40-year-old game show host in 2004 for a new $2 million marketing campaign for Viagra. However, the Viagra manufacturer Pfizer strongly denies targeting healthy men through advertising campaigns.

Not always the maker of the drug can be blamed when our own culture wants 'thrill in a pill'. In fact, a study of 844 men at a San Francisco STD clinic found that more than half the men who use Viagra had obtained it through a friend, not a doctor.

Viagra and its maker have repeatedly informed consumers that this drug works by increasing the blood flow to the penis only when a man is sexually stimulated. Viagra is NOT an aphrodisiac or a hormone. And Viagra is a prescription drug which can be taken safely if recommended by a registered medical practitioner after thorough physical examination and learning of a patient's medical history. Some doctors also say that mixing impotence drugs with mind-altering drugs, such as Ecstasy or crystal methamphetamine, are potentially deadly combinations. Relationship counselors suggest many of the roots of impotence are psychological which need no medication but counseling. Counselors recommend drug-free solutions like tenderness, love and communication within the couple.

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