This study contributes to the expanding critical range of discourse analysis by analyzing texts used to market Viagra and other "sexual enhancement medication," pharmaceuticals that treat "erectile dysfunction". Applying elements of Norman Fairclough's critical discourse analysis framework, this study examines as cultural artifacts Viagra, Levitra, and Cialis print advertisements and television commercials and it offers insight into the institutional discourse of "sexual enhancement medication" and how this discourse constructs male identity and subjectivity.