Homem com "H". Ideais de masculinidade (re)construídos no marketing farmacêutico

Abstract

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.