Smash Her Calabash! The Metaphoric Construction of Phallic Masculinity in the Marketing of Herbal Aphrodisiacs in Nigeria.

This article examines how male genitalia are metaphorically constructed in the advertising of herbal aphrodisiacs targeted at men in Calabar metropolis, southeastern Nigeria, using Lakoff and Johnson’s conceptual metaphor theory (CMT). Based on qualitative interviews with drug sellers, advertisers, and consumers, the study identifies key metaphoric frames—such as the penis as a top striker (football player), boss, food, animal, and weapon—that reflect cultural stereotypes of phallic masculinity emphasizing strength, power, and sexual dominance within a patriarchal and heterosexual context. These metaphors serve as euphemistic devices to navigate cultural taboos and censorship around explicit sexual discourse, while reinforcing gendered power relations and ideals of male sexual potency. The findings highlight how language creativity in marketing not only shapes perceptions of masculinity but also perpetuates social ideologies about male sexual power and control.