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Running head: Popular Culture's Perceptions of Sexuality and Aging 1Popular Culture's Perceptions of Sexuality and AgingJenna LeducAmerican Public University
Popular Culture's Perceptions of Sexuality and Aging2In their article on sexuality, Pinto, Subramanaym, & Kalra, 2011 argue that even if human sexuality has been regarded as a fundamental driving force, it is a subject that is often misunderstood by many, and neglected when dealing with the elderly. It is a common underlying assumption that humans, albeit beaten with age, will always respond positively to sexual life. It is an astounding idea that humans retain their sexual activity beyond the age of sixty. There is a common assumption that people aged sixty and beyond tend to lose sexual desire, or they battle inability to perform. It thus becomes a major concern for the aging that they might lose their virility. Such fear is overwhelming among males as opposed to females. Whereas the elderly may perceive sexual activity as a mode of general life affirmation, renewal of romance, loyalty, admiration, affection, and passion, the young might cause feelings of guilt among the elderly who might wish to express their sexual desire. Some advertisements have therefore taken advantage of this loophole, and have broached hidden messages which target the elderly on the subject of sex. Such is the advertisement on ImperialWhisky Brand.
Popular Culture's Perceptions of Sexuality and Aging3The body copy of the advert carries a message connoting a sexual image. The copy