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In 1998, Viagra was first introduced to the world, and it is fair to saythat the world has not been the same since. The impact of thismedication has been enormous, not just in the narrow area of treatingerectile dysfunction (ED) for which it was approved, but also inthe way we think of sex and sexuality, and even in the realm ofrelationships between men and women.

Millions of men in the United States have tried Pfizer’s wonderdrug, sildenafil, better known as Viagra, and there are thus millionsof women who have also seen its effects on their husbands,boyfriends, and lovers. Many other millions of men and womenwonder about whether Viagra can offer a solution for their ownsexual and emotional problems or for the problems of their partners.We human beings are sexual animals, after all. And unfortunately,our sex lives are not always the way we want them to be. Soit’s no surprise that when sex goes sour, relationships suffer in otherways as well.

Everyone wants to know about Viagra, and many are interestedin trying it, whether or not they think they have an erection problem.There are always a good number of Viagra questions, suchas, “What happens when a young, healthy man with normal sexualfunction takes Viagra?” Or “Can a woman tell during sex that herpartner has taken Viagra?” Or “Is it true that Viagra increases aman’s sex drive?”

Viagra quickly tapped into a set of wishful fantasies that mirroredour culture’s hunger for certainty and the quick fix. Supportedby stories that described elderly men restored to such sexual vitalityby Viagra that they abandoned their wives in favor of youngerwomen, a conventional wisdom arose that Viagra was a fountain ofyouth, a sure cure, the real deal. Baby boomers could now look forwardto fabulous sex well into their nineties. Men shared Viagrastories with each other at cocktail parties or around the office watercooler.

“All we can say is ‘Wow!’” says one man, and other men listeningin wonder how their lives might be different if they also tookthe magic blue pill.

Women too have been targeted to confirm Viagra’s ability tocreate satisfaction and serenity within a relationship where frustrationand friction had once been the rule. One of the most successfulearly Pfizer ads showed a series of couples happily dancingtogether after Viagra apparently cured the loss of rhythm in theirrelationship.

Viagra jokes became a staple of comedy acts on late-night television (Have youheard the one about the man who swallowed Viagra, but it stuck inhis throat? He wound up with a very stiff neck!), thus ensuring itsplace in our cultural lexicon. Viagra tapped into both our fantasiesand our embarrassment about sexuality in a way that no other drughad ever done. When, for example, was the last time you heard ajoke about a new cholesterol-lowering medication?

Skillful marketing contributed to our perception of Viagra asthe pill that put the “man” in “manly.” Star professional athletes-vigorousmen such as baseball’s Most Valuable Player RafaelPalmeiro of the Texas Rangers and NASCAR driver MarkMartin-endorse the medication in widely seen advertisements.Other kinds of athletes use Viagra as well. Hugh Hefner, the aginghead of the Playboy empire who is known for his bevy of beautifulblondes, gives Viagra credit for maintaining his pleasure quotient.Rumor has it that he provides bowls of Viagra tablets at his famousparties.

Yes, the drug is enormously powerful, and it can be a lifesaverfor many men, but it has also turned a bright spotlight on previouslyhidden areas of sexuality and relationships. In particular, itforces couples to decide what is real in their relationships and whatis not. I have come to see Viagra as providing a window into thepsyche of men, and perhaps indirectly into the psyche of women aswell, since women are not immune from unduly high expectationsregarding the benefits of Viagra and its potential to provide sexualhealing.

Robert Stalling is a webmaster of an online pharmacy mynetpharma.com providing generic drugs for sexual health, weight loss, hair loss, cholesterol control, and anti allergy.