The Viagra Ad Venture

Since the FDA approved Viagra in March 1998, the "little blue pill" has been prescribed to over twenty million men. The Viagra Ad Venture: Masculinity, Media, and the Performance of Sexual Health chronicles the story of Viagra as reported in our n

Jay Baglia is Assistant Professor in the Department of Communication Studies at San Jose State University in California.

Acknowledgments

ix

Introduction: Erections, Normalcy, and Performance

1

(12)

Strange Bedfellows: Masculinity Studies and Sexology

13

(14)

Blueprints: Viagra in the Media

27

(32)

Shims and Shills: Viagra and the Marketing of Transcendence

59

(30)

Bare Necessities: Masculinity, Sexuality, and Architecture

89

(18)

Appendix A Methodology

107

(6)

Appendix B List of Popular Press Articles

113

(8)

Appendix C List of Pfizer's Promotional Materials

121

(2)

Notes

123

(24)

Bibliography

147

(12)

Index

159

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The Viagra Ad Venture

Summary

Author Biography

Table of Contents

Supplemental Materials