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In the early 1970s when this film was made, understanding of erectile dysfunction (ED), often referred to as impotence at that time, was still evolving. The prevailing view linked ED more to psychological factors than physiological ones.
Psychologists believed that anxiety, stress, guilt, depression and/or relationship issues like sexual affairs were the primary causes of ED. Freudian theories about sexual development and anxieties were influential and psychoanalytic perspectives guided treatment. The problem was treated as a mental or emotional disorder rather than a physical condition. Therapists would work with individuals or couples to explore underlying emotional issues or relationship dynamics that might be contributing to the problem. Many wives accused their husbands of affairs and therapists accepted that as a cause whether or not it was true.
Because of this emphasis on psychological factors therapy was the primary mode of treatment for many men with ED. Psychotherapy, particularly psychoanalysis, was a common treatment approach. Some therapists used behavioral techniques, aiming to reduce performance anxiety and improve sexual function by focusing on exercises and other methods that emphasized touch and emotional connection over sexual performance.
While the understanding of the physiological aspects of ED was limited, some medical interventions were available. Vascular surgery and hormone treatments were explored but were generally less effective and less commonly used. Vacuum erection devices started to be introduced in the 1970s, providing a non-invasive way to assist in achieving an erection.
Impotence was frequently stigmatized, and men who experienced it felt shame and embarrassment. This made seeking treatment difficult and it also contributed to a lack of research and understanding about the condition.
It wasn't until later decades that the medical community began to recognize the complex interplay of psychological and physiological factors contributing to ED. The development of medications like Viagra in the late 1990s marked a significant shift in the understanding and treatment of erectile dysfunction, emphasizing the physiological factors and allowing for a broader array of treatment options. In 1972, these options were more limited, and the psychological community's approach to treatment was primarily focused on therapy and counseling.
This film was sponsored by Ortho Pharmaceuticals, a division of Johnson & Johnson, a company involved in the production of contraceptives. They did not primarily specialize in sexual impotence or erectile dysfunction treatments, but in the early 1970s they developed a diagnostic tool called the "erection hardness scale" or "erection quality scale." The scale was designed to help clinicians understand and assess the quality and hardness of a man's erection. By providing a standardized way to measure erection quality, the scale helped clinicians diagnose erectile dysfunction and determine the effectiveness of treatments.
The erection hardness scale was a simple tool consisting of a series of levels that described the quality of an erection, from completely soft to fully hard and rigid. While Ortho Pharmaceuticals was not directly involved in the treatment of erectile dysfunction, their development of this diagnostic tool contributed to the understanding and diagnosis of the condition.