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