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