Viagra, one of the most common medications for erectile dysfunction, has been helping men with their impotency problems since 1988. Viagra has become a household name, and is widely used by men across the world. However, to market their product, Viagra’s manufacturer, Pfizer, has used very specific methods to try to sell their product to men. The Viagra ads which I will be analyzing take advantage of each man’s individual insecurity and views on masculinity in order to sell their product.
Ad A features an older, yet attractive, man who appears to be in a workshop. The man can certainly be defined as a “man’s man”, in that he symbolizes how men would like to see themselves portrayed. “Men’s men have the unchallenged freedom of a fantasized masculinity to be free from commitment, to seek adventure” (Craig 189). By appealing to this idea of masculinity, the advertisers appeal to men, trying to show them the life that they are supposedly missing out on. Across the top of the ad, it is stated “A lot of guys have occasional erection problems”, and further down the ad it states “I chose not to accept mine and asked about Viagra.” This series of statements is meant to tell the viewer that, while erectile dysfunction is common, a “real man” does not have these problems, presumably because they take Viagra. The advertisers leave no room for assumptions that some men may not be able to reach a certain level of sexual performance, even with Viagra, and imply that having superior sexual performance is simply a choice. This can be incredibly misleading as there are indeed men who simply cannot or , perhaps, should not be engaging in sexual activity .The intention of this is to make men feel that they must take Viagra to fulfill their sexual role as a man, and if they don’t, then they are choosing not to be a real man.
If one looks further down the ad, they can see a lengthy paragraph of health warnings regarding Viagra. The paragraph warns of adverse effects... [continues]
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