Man with Capital "M": masculinity ideals (re)constructed in pharmaceutical marketing

In this article we examine advertising material for erectile dysfunction drugs in order to analyse the discourses of pharmaceutical marketing. Embedded within a cycle that both contributes to, and feeds from, existing notions, advertisements directed towards doctors deploy new ideas related to nosological categories, while at the same time re-enforcing traditional gender/sexuality paradigms. Male sexuality, traditionally represented as "wild" and "unruly", is (re)normalised. The biomedicalized "new man", sexually potent, confident and stiff, is a hybrid of body and technology, found in the dissolving boundary between nature and culture.

Biomedicalization; Masculinities; Gender; Sexuality; Advertising


Núcleo de Estudos de Gênero - Pagu Universidade Estadual de Campinas, PAGU Cidade Universitária "Zeferino Vaz", Rua Cora Coralina, 100, 13083-896, Campinas - São Paulo - Brasil, Tel.: (55 19) 3521 7873, (55 19) 3521 1704 - Campinas - SP - Brazil
E-mail: cadpagu@unicamp.br