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Jimmy Carter, as the Democratic nominee, asked for medical reports from all of his vice-presidential applicants, and made public his own problem of hemorrhoids, but there is some evidence accumulating which suggests that he did have some impact on public attitudes towards this ailment:
Hemorrhoids are not yet talked about in social situations, but the most noticeable change in attitude toward the problem is in television advertising. Until relatively recently, hemorrhoid ads were restricted to commercials during the afternoon soap operas and for late-night television viewing.
But ads offering relief if not cure of hemorrhoids are now appearing more frequently during prime time television, especially, I have noted, during the CBS evening news. In the reign of Walter Cronkite as anchorman, it was common to include at or near the end of his news broadcast, an advertisement for Exlax, after which Walter would say, in his reassuring tone, “That’s the way it is,” but never a word for hemorrhoid treatment.
With the coming of Dan Rather, the Ex-lax ads seem to have all but disappeared during the evening news, to be replaced by advertisements for hemorrhoid relief. The three most popularly advertised brands of relief are Preparation H, Anusol and a new entry called Tucks.
In a recent newscast Rather yielded to the advertisers for a Tucks commercial about halfway through his program, and again at the end of his program for the old stand-by, Preparation H, following which, Rather signed off with “That’s it from CBS.”
President Carter may well deserve belated credit for “having done a lot for” this annoyipg affliction, as the evening news will attest.
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