The Magic Pill: The Branding of Impotence and the Positioning of Viagra as Its Solution through Edutainment

J Health Commun. 2018;23(3):281-290. doi: 10.1080/10810730.2018.1436623. Epub 2018 Feb 13.


Product placement can be presented through edutainment. A drug such as Viagra is introduced or impotence is branded in movies and TV series in different ways to raise awareness of impotence disorder and Viagra as a solution. This study aims to analyze strategies of framing and branding Viagra and impotence disorder, based on a qualitative method analysis of 40 movies and TV series. Findings show that Viagra is shown as not only for older men but also for young and healthy men. Out of 40 movies and TV series in the study sample, in 14 (32.5%), the age of the target audience ranged from 20 to 40 years, in 12 (31.6%) movies and series, the age of the target audience was over 40, and in 12 (31.6%) movies and series, the target audience was very old (over 70). Viagra is shown as not only treating impotence but is presented as a wonder drug that provides a solution for psychological and social needs. The movies show usage instructions, side effects, and risks, and how to store the drug. We recommend that the viewing audience be educated for critical viewing of movies/series in order to empower viewers and give them tools for their decision-making processes concerning their health.

MeSH terms

  • Adult
  • Advertising / methods*
  • Aged
  • Erectile Dysfunction / drug therapy*
  • Humans
  • Male
  • Middle Aged
  • Motion Pictures / statistics & numerical data*
  • Qualitative Research
  • Sildenafil Citrate / therapeutic use*
  • Television / statistics & numerical data*
  • Young Adult


  • Sildenafil Citrate