07/10/2022
Next time you watch sports, especially male sports, I want you to look for all the "male supplement" ads/commercials that air during the broadcast.
The typical script will play out like this:
*Roll footage of out-of-shape dadbods sweating through their frumpy polo shirts and ill-fitting pants on a golf course, or struggling with minimal weights on a useless weight machine in the gym. Notice the drowned-out colors caused by strategic camera filters. Also notice the slowed-down speed of the footage...and tons of male grimacing.*
Narrator chimes in. "By age-X, the average male loses his ability to generate hormone-Y by Z%."
*Splash before-and-after photos of a former pro athlete or a men's physique model.*
"Paid endorser's testimonial, yada yada yada."
*Roll clips of very athletic men playing pickup basketball, lifting
heavier weights, and actually running with smiles on their spray-tanned faces. Notice the vivid colors and sped-up footage.*
"Try our pills, risk-free for one month, to enhance your natural production of hormone-Y. Reclaim your youth!"
*Camera cuts to a beautiful actress portraying the paid male endorser's blushing wife.*
"She'll love it too!"
*Elbow nudge, wink-wink, .*
..and scene!
There's so much sleaze to these ads like these and to the supplement industry in general.
Sure, they played all the common marketing cards: The camera tricks. The manipulated before-and-after photos. The pro athletes and figure models who probably don't even use said product. And even the not-so-subtle endorsement of shady sexual side effects to persuade dudes to make an impulse buy with their...precious downstairs organ.
Perhaps the most devious portion of the script is what ISN'T said.
Yeah, the stats about average males losing their ability to produce testosterone and human growth hormone at certain ages are probably valid.
The most underhanded ploy here is that the script leads the viewer to believe that the decline in male hormone levels is inevitable and automatic and that we are hapless victims of aging.
Notice how the script said, "the average male"?
What do we know about "the average male"?
He consumes more calories than he needs.
He consumes more alcohol than he should.
He doesn't exercise regularly, and when he does, he rarely lifts weights with any intent.
Marketing teams fail to mention that, whenever the average male is inconsistent with any of these health markers, the average male's hormonal profile adapts itself--or more accurately, it dumbs itself down--to match their lifestyle.
Lifting weights 3-5 times per week will naturally increase your testosterone and growth hormone levels, and even more so than any pill or powder can ever hope to. Plus, if you know how to manipulate your set, rep, and rest schemes properly, you can even choose which hormone you want to prioritize.
But that kind of info doesn't sell pills.
Well, maybe to average people, it does?
The sales script with the complete truth might look like this:
"By age-X, the ACTIVE male sees no loss in his ability to generate hormone-Y. By age-X-plus-ten, there is minimal loss. By age-40 and beyond, their hormonal profiles resemble those of average men half their age."
The takeaway message from all this is that you don't even have to destroy yourself in the gym. Just show up 3-5 days a week for the long haul, challenge yourself, ditch the snake oils, alcohol, and excess calories, and instead drink regularly from the closest thing we'll probably ever get to The Fountain of Youth: strength training!