Advertisers face a paradox: Anxieties about sex and masculinity fuel consumer demand for Viagra, yet these same anxieties may stigmatize it.
References
1.
ElliottCarl. Better Than Well: American Medicine Meets the American Dream (W. W. Norton, 2003). Elliott wittily examines new enhancement technologies and the contemporary construction of the self.
2.
GoffmanErving. Gender Advertisements (Harper and Row, 1976). In his classic analysis of ads, Goffman argues that gender is not inherent but is produced, in part through these “gender displays.”.
3.
IrvineJanice M.. Disorders of Desire: Sexuality and Gender in Modern American Sexology, revised edition (Temple University Press, 2005). Analyzes the development of sex research and therapy in the context of a broader social history of sexuality and gender.
4.
LoeMeika. The Rise of Viagra: How the Little Blue Pill Changed Sex in America (New York University Press, 2004). Loe tells the story of Viagra's invention and the largely unsuccessful efforts to develop a “female Viagra.”.
5.
ReichertTomLambiaseJacqueline, eds. Sex in Advertising: Perspectives on the Erotic Appeal (Lawrence Erlbaum Associates, 2003). Fifteen articles by communications scholars examine issues such as gender and subliminal marketing in relation to the sexual content in advertising.
