Discuss the role of female agency and its effects in perfume ads.

In the contemporary world of advertising, the sexualized feminine figure sells. In fact, most perfume ads, project women as sex objects to increase product appeal.

This dissertation will analyse how women are portrayed and projected sexually in mass media, more specifically, in perfume ads and how that relates to consumer behaviour.

The dissertation will focus on Representation Theories, Feminist Theories, Sexual Economics Theories, and Objectification Theories using Fredrickson and Roberts’ Theories.

Answer & Explanation
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Perfume ads often use female agency to market their products. Female agency refers to the ability of women to make their own decisions and take control of their lives. In perfume ads, this concept is often used to depict women as confident, independent, and in control of their own destinies. This is achieved through various means such as the use of empowered female characters, glamorous settings, and evocative language.

One of the effects of using female agency in perfume ads is that it can create a sense of empowerment among women. By depicting women as strong and independent, these ads can inspire women to feel more confide

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Step-by-step explanation
nt and take control of their own lives. This can be especially important in a world where women are often marginalized and their voices are not always heard.

However, it is important to note that the use of female agency in perfume ads can also be problematic. Some argue that it can reinforce gender stereotypes by suggesting that women need to use perfume to feel confident and empowered. This can create unrealistic expectations for women and perpetuate the notion that their worth is based on their appearance and the products they use.

Furthermore, some perfume ads may present a narrow and limited view of what it means to be an empowered woman. Many of these ads tend to focus on a particular type of woman – typically, one who is white, thin, and conventionally attractive. This can exclude women who do not fit into this narrow definition and perpetuate harmful beauty standards.

In conclusion, the use of female agency in perfume ads can have both positive and negative effects. While it can inspire women to feel empowered, it is important to be aware of the potential limitations and biases in these depictions. Perfume companies should strive to create more inclusive and diverse ads that celebrate the full spectrum of women’s experiences and identities.

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