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1. Linguistic Analysis and Discourse StudiesVolume 25, Issue 2 (September 2025)pp. 423–441PDF of No more rise and fall: Metaphorical representations of sex, masculinity and femininity in herbal sex enhancement drugs advertisement in South East Nigeria

   No more rise and fall: Metaphorical representations of sex, masculinity and femininity in herbal sex enhancement drugs advertisement in South East Nigeria

   Mathias Okey Chukwu and Favour Raphael Ntor

   This study examines the metaphorical representations of sex, men, and women in herbal sex-enhancement drug advertisements in Southeast Nigeria. The study is anchored on Lakoff and Johnson’s Conceptual … endurance and reinforcing a commercialised model of hegemonic masculinity. The study concludes that herbal sex-enhancement drug advertisements employ coordinated metaphorical and framing strategies that objectify women, mechanise male sexuality