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There has been a lot of bad press around extra-marital aids over the years, particularly those items specifically aimed at males. A significant element of this negative opinion stems from in the manner in which they are generally marketed and perceived. Whilst brands such as Ann Summers have successfully applied an acceptable veneer to those products aimed at women, and even moved outlets onto the high street, an equivalency for men is yet to materialise. By focussing on intimacy, elegance and discretion, manufacturers and retailers of bedroom toys for women have avoided profanity, explicit language and graphic imagery: instead using metaphor and suggestion to sell their wares in a socially agreeable manner. Male performance and pleasure enhancers have a long-running association with social exclusion, seedy self-gratification and ultimately humour. As a result, some of the riskier items are more likely to be referred to by a stand-up comedian or sitcom than a marketing campaign or salesman. The knock-on effect of this is the development and perpetuation of a view of male intimacy aids as shameful and laughable. This isn't helped by the way in which a great number of these products have historically been packaged: often depicting scantily clad women and boasting a shameful pun for a name alongside spurious claims in explicitly adult language. We are however living in a society which purports to be lenient, progressive and open-minded: which has had a serious impact on the increase in acceptability of openness about female intimacy. In order to emulate this shift for the equivalent male products a number of myths need to be demystified. The first of these concerns the products themselves and their application. No longer is the male performance and pleasure enhancement industry aimed at the lonely or 'experimental' per se. In fact, one of the most rapidly growing areas in the industry is the couples market. Products in the couples market aim to enhance and re-invigorate the intimacy of both partners, as opposed to acting as an alternative to conventional physical relations. A substantial portion of this market is aimed squarely at males of all, and does so without resorting to the dated packaging or descriptions mentioned previously. Alongside an already established shift in the industry itself, a major shift in assumptions is required on all levels to match the intentions of the more modern and forward-thinking extra-marital aid manufacturers and distributors. This change in mentality will be hard to achieve, even though the majority of adults believe that intimacy is not seedy and nor are items designed to increase enjoyment from it. Due to what is in many cases a misguided sense of Christian morality, many companies, publications and broadcast networks still hold outdated views on intimacy and perpetuate a negative view on physical relations, hence all associated industries. The future of the male pleasure and performance enhancement industry is dependent upon maturity on the part of the manufacturers and distributors, as well as the legislators and censors. Only when this has happened will these innocent products gain the place in society they surely warrant given our widespread pride that we are liberal and accepting as a nation.
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