"Raymond James Commercial - "The Woman Who Lived Longer Than Any Person Who Has Ever Lived" is a 2010 advertisement advocating for wealth management and planning in preparation for old age. Through the life of "Emily," the video depicts a woman who lives a happy married life to old age and remarries three times after her husband's death. Through the imagery of a good looking older adult who fancies dating, she still carries on her love of life and enjoys a happy sex life. They address the misconception that people are joyous at a young age, have intimate relationships, and sexually active but, as the hair starts to grey, the older generation's sexuality becomes irrelevant. Still, as people age, there is an expectation that there is less need for emotional or physical connection. For instance, the couple at the center can sit with one another, hold hands, and go for rides and enjoy their birthday. With age comes the stigma that that sexual imagination should be reserved for the youngsters. As depicted in the striking images, Emily is a happy bride, wife and enjoys spending time with her loved ones beyond the held bias that older adults are only mentioned on the concept of health and wellness without sexual intimacy.
Also, the advert asserts that sexuality among older persons is misunderstood and that ideology should change. Behavior and perceptions represented in the media reflect held biases and prejudices of the community at large. The fact that older persons are not designated in joyous mood in all forms, especially in a sexual concept in our daily information sources, represents a bias. For most people, getting old is feared; intimacy in senior years is associated with shame. Unless on matters health, attractive older persons do not make it to advertisements since the media does not reflect other needs that people of all ages could be having. For instance, since every person needs affection and emotional connectedness, the central focus is usually on what young people should do to maintain their connections and little mention on how seniors should maintain sexual desires that affect relationships in every aspect. In old age, media and societal discussions on sexual wellness should be discussed to educate older adults to appreciate their sexuality even long after their partners have passed away.
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Physiologically, senior people are capable of expressing their sexuality. In popular media, there is a stereotypical view that sexuality for older adults is a taboo where interest in sexual connection is supposedly undignifying. When young models are at the front page of every magazine, in one way or the other, older persons are denied the opportunity to express themselves, read about sexual intimacy or learn about their bodies in old age. Indeed, by casting old age couples, the advertisement defies the misinformation by showing intimate scenes between two old individuals. Even in nursing facilities, residences have their rights, including confidentiality and expression. Kalra and Pinto (2013) suggest that people are sexual beings interested in intimate relationships, regardless of age. Also, as people age, they experience various body changes and, at times, health problems that could shift the focus of their attention. However, sexual intimacy does not change its functionality of expression. Regardless of age and health risks, sexual desires remain. Therefore, healthy sex life matters to older people and every individual should be willing to help them uncover the misunderstood needs.
Seniors desire the physical manifestation of love, desire, and affection. The advertisement acknowledges that any discussion around old adults' sexuality requires challenging the held myths deep-rooted in ageism. Socially held beliefs result in people's expectations of showcasing love, which is misconstrued and promotes ageism. For instance, when spouses or children marry, society expects the seniors to be content with a preference of not remarrying or sexual connections. Indeed, late date night and flowers should not be reserved for young people but also for grandfathers and grandmothers who crave to witness blossoming personal relationships. The manifestation of love from partners is an essential aspect of power and resilience. When people go about their day, they want assurances that other than taking care of their grandchildren, they can go out for walks without their immediate families continually reminding them that they are teased about being too old to go out. By creating limitations, it is possible to influence adversity in sexual expression.
Psychologically, quality of life improves through emotional intimacy. Like any other person, life is better when relationships are healthy and loved ones are within reachable distance. As depicted, the couple is happier together when they can sit at a round table in the open and discuss matters as they wish. Life is about good retirement benefits and having people around to spend the senior years with an exciting experience. When older adults can express their true feelings, be active, and have a role in their choices, life becomes more fulfilling. Indeed, Syme and Cohn (2016) argue that on the contrary to a diminished connection, aging has a powerful impact on the quality of relationships, which impacts sexuality for men and women. Emotionally, through sharing about the fears and uncertainty of life, older persons can establish meaningful relationships.
Socially, sexual intimacy is a taboo that needs to be challenged. Regardless of age, each person can love and choose how they want to connect to their partner. However, aging is susceptible to social stigma. People expect seniors not to engage in sex because they supposedly have a low sex drive and other health risks of concern. Indeed, societal myths revolve around the idea that sex is for the young and beautiful and heterosexual persons who are married. Contrary, for the older generation, sex is disgusting, shameful, and hidden from open conversations. However, even though physical change is undeniable at old age, it does not equate to a sexless life. Fulfilling sexual life is subject to communication, stress, and anxiety( Syme, & Cohn, 2016). through openly inflicting personal beliefs on older individuals, society adversely impacts how sexually expressive people can be, especially in old age. Additionally, limits are created to suit the notion of incapability, which adversely affects sexual desires and experiences.
Socially, society sexually restricts older women's sexual fulfillment. Sexual involvement should not be limited for older men due to losing a partner. At old age, society expects women to become less involved in their sexual life and active involvement in their intimate relationships(Kalra and Pinto 2013). However, for women, society expects them to settle with the consolation that they had an opportunity to share a long healthy life with their partner. However, the advert challenges that notion where "Emily" goes on to live a long healthy life remarrying again and having a joyous life. The idea to move on from a late husband is surrounded by shame, guilt, and cultural prohibitions that highlight such moves as immoral. Nonetheless, seniors who have lost their loved ones should find love again and enjoy sexual intimacy without limitations. Even in old age, people should not feel they are "too old for sex" because every sexual concern and difficulty experienced by young people is the same for older persons.
References
Kalra, G., & Pinto, C. (2013). Sexuality: desire, activity, and intimacy in the elderly. Indian journal of psychiatry, 53(4), 300–306. https://doi.org/10.4103/0019-5545.91902
Raymond James Commercial - "The Woman Who Lived Longer Than Any Person Who Has Ever Lived." https://www.youtube.com/watch?v=-cS3eIob78o
Syme, M. L., & Cohn, T. J. (2016). Examining aging sexual stigma attitudes among adults by gender, age, and generational status. Aging & mental health, 20(1), 36–45. https://doi.org/10.1080/13607863.2015.1012044
