The Viagra Ad Venture: Masculinity, Media, and the Performance of Sexual Health

by Jay Baglia

Book Overview

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 nation's news outlets and promoted by Pfizer Pharmaceutical's marketing materials. In this critical discourse analysis, author Jay Baglia uses feminist and performance theory to uncover the meaning of Viagra...

• Format: Paperback
• Language: English
• ISBN: 0820474894
• ISBN13: 9780820474892
• Release Date: July 2005
• Publisher: Peter Lang Inc., International Academic Publi
• Length: 166 Pages
• Weight: 0.70 lbs.