Story: Sexualities

'Bring back the spark'

'Bring back the spark'

Before the 1990s, apart from representations of older men with younger women, there were few media images of sexually active midlife or older people. This started to change in the late 20th century, especially as drugs aimed at treating erectile difficulties in men were marketed. Pfizer developed advertisements for Viagra (sildenafil citrate) specifically for the New Zealand market. 'Bring back the spark' features a relaxed, affectionate middle-aged couple on a quad bike, and the tag-line 'love life again'. Advertisements in the United States were more likely to feature conventionally attractive couples in urban environments.

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Pfizer New Zealand

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How to cite this page:

Louisa Allen, 'Sexualities - Midlife and later life', Te Ara - the Encyclopedia of New Zealand, (accessed 26 June 2024)

Story by Louisa Allen, published 5 May 2011, reviewed & revised 17 Jul 2018