Viagra uses normative ideas surrounding race and relationships to keep Viagra from seeming unnatural. As mentioned previously, Viagra markets itself by appealing to the cisgender, heterosexual, traditional male customer. Viagra uses normative ideas about how a man should be to promote itself and continue to uphold these values. However, Viagra does not only shape normative society in terms of sex and gender, but also comments on racial identity. In Viagra advertisements there is often either a “‘white’ couple or a ‘black’ couple” shown but never a mixed-race couple. (1) This practice of only portraying either white or black couples upholds both the “binary of black/white to represent racial diversity” and also discourages interracial dating. (2) It plays it to societal norms surrounding the representation of predominantly white and occasionally black people in media to represent all of society, especially when it comes to sex, and the exclusion of other races. Even more so, it supports common beliefs that people should and do date solely within their own race. Because “‘stable boundaries are displaced by technological innovation ” through the introduction of Viagra, “other boundaries are more vigilantly guarded’ such as “racial divisions... [and] gender divisions.” (3) Viagra advertisements must uphold normative ideas about race and gender in relationships to counterbalance any perception of Viagra as unnatural. Men who use Viagra are not radical liberal abnormal men who date anyone of any race or gender, who would just put all sorts of artificial medications and drugs in their bodies. Viagra users are traditional men, who just need a little extra help from nature.