Author Archive for: ‘Jenny’

Author: Jenny
Category: Advertising, Commercials
Tags: impotence, male sexuality, masculinity

Viagra Commercial – “We are the Champions”

This commercial for Viagra was my favorite artifact that I included in my portion of my group’s wiki, “Men in Physiological Pharmaceutical commercials.”  It is a funny and light-hearted approach to a very sensitive subject for many couples, not just men.  However, this does produce the notion that men are only “real men” if they are able to do “manly things” (i.e. have sex with a woman and not go “soft”).

“We are the Champions” by Queen blaring in the background reinforces male masculinity ten-fold.  This is to say that men with untreated erectile dysfunction are worthless, no longer masculine, no longer “champions.”  With ads like these, no wonder men are afraid to ask their doctors for male-enhancement drugs!

On a side note, this commercial includes very few women, who are probably just as happy that their partner can produce an erection!  This commercial also shows that only men are involved in sexual intercourse.  As long as men have an orgasm, who cares about their partners having an orgasm as well?  Where are all the satisfied ladies?

Another student’s analysis:

Viagra’s commercial promotes and reinforces the idea that the measure of a man is defined by the size of his penis and libido. I found it interesting that Viagra markets male-enhancement pills as opposed to penis-enhancement pills. This suggests that a man is only man when his equipment is bigger and is dynamite in bed. Viagra suggests that their product restores a man’s masculinity and dignity.

However, the commercial depicts stereotypical heterosexual men (dancing with women for example), homosexual men don’t seem to be present. This perpetuates the message that sex is between a man and woman, and that heterosexual men are masculine, while homosexual men are not.