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Speech and Rhetorical Studies Commons

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2008

Adverstising

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Full-Text Articles in Speech and Rhetorical Studies

Capitalizing On Affect: Viagra (In)Action, Kristin A. Swenson Jan 2008

Capitalizing On Affect: Viagra (In)Action, Kristin A. Swenson

Scholarship and Professional Work - Communication

Recent cultural criticisms of Viagra’s advertisements and promotional materials have argued that rhetorical constructions of Viagra users reestablish a hegemonic masculinity premised on heterosexual standards of traditional gender norms (Baglia, 2005; Bordo, 2000; Loe, 2004). Cultural critics have also noted that Viagra’s promotional materials allow “for alternative readings by potential users who do not fall into the category of the ‘traditional/ideal’ Viagra user” including women and homosexual men (Mamo & Fishman, 2001, p. 14). What most criticisms fail to take into account is that Viagra, like other lifestyle drugs, does not only reestablish cultural constructs of the contemporary ...