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Commentary: The Boomer generation still alive and well

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The evening news shows are bracketed by ads that appeal to a particular audience—the demographic that watches dinner hour news shows on commercial television. So they tend to emphasize issues important to a middle-aged-to-senior population that, unlike Gen X and GenY, still likes to sit down after dinner and watch a favorite news team deliver current events.

Aging is one of the ad topics, especially now in a culture that emphasizes youthfulness, vigorous activity, staying fit, and physical attractiveness. Thus the ads to treat “low T,” erectile dysfunction, premature ejaculation, various types of treatable incontinence, and post-menopausal vaginal dryness.

A common theme in all of these: that taking charge of your own health is a good thing, the carefully composed audio accompanied by skits about men and women of a certain age on their way to sexual encounters. These are, in fact, grounded in truth. Both men and women do maintain their interest in sex throughout a lifetime, and symptoms associated with aging can be treated.

When symptoms aren’t treatable, couples still find ways to enhance intimacy. When there isn’t a partner, masturbation helps to compensate until the right person comes on the scene.

Given the age group that these ads address, it is no wonder that the generations that came after the Boomers find them amusing, annoying, embarrassing, or even fuel for bullying those in the generation that precedes theirs. No one likes to think of those older than themselves—or, if you read the comic strip, "Zits," their moms and dads--as ever having been interested in having sex at all, much less continuing to be interested in it. There is good reason for this: generations have naturally-occurring roles vis a vis each other that sensible boundaries protect.

Gen X and Gen Y—also called Millennials—cover the population from the early 1960’s to late 1970’s, and then from the mid-1980’s on. Gen Xers, some observers say, tend to be cynical but interested in making individual, flexible contributions at work while having fun doing so. Observers have noted that Gen Yers are team-oriented, technology-oriented, and achievement-oriented while thriving on praise. Necessarily, the age groups that these years cover—from about 35 to 51 for Gen X and from younger than 30 to about 30 for Gen Y—are those looking to rise in any field.

The Boomers, born between 1945 and 1963, tend to look at the world differently. They are the product of parents who came home from World War II and the Korean War and settled down to raise their families. Self-reliant and goal-oriented, they also blossomed into independent thinkers who valued the well-known 1960’s culture. They are the generation that remembers exactly where they were when both JFK and MLK were assassinated.

The Boomer generation is the demographic that the ads target, still interested and connected enough to have one hand on the remote but the other on the SmartPhone.

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Please note: Articles by the Buffalo Alternative Medicine Examiner are not intended to provide medical advice, diagnosis, or treatment. For further information or advice, consult your health practitioner.

Linda Chalmer Zemel also writes the Buffalo Books column. She teaches at SUNY Buffalo State College. Look for her children's book, COUSINS, on amazon.com and barnesandnoble.com, and her novel, WITCH HUNT, a Kindle book.

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