The Commercialisation of Gender

Anna Maria Oikonomou, Michael Wayne Simmonds, Nadja Birgitte Kjeldergaard, Sylvia Aide Figueroa Garduno, Tina Michaela Møller & Jeppe Ege Hagstrøm

Studenteropgave: Semesterprojekt


The following report presents the analysis of ten contemporary fragrance commercials in accordance with a semiological approach that has allowed for a cultural discussion of gender and its perception and maintenance within the dominant ideological system within capitalist society. The theoretical framework employs Louis Althusser’s theory of interpellation and Theodor Adorno and Max Horkheimer’s comments on the influence of the culture industry to illustrate how ruling class ideology reinscribes capitalist ideals of production and gender ideals that sustain a bourgeois citizenry and asymmetrical power relations. To discuss the aspect of gender, Judith Butler’s conception of gender as a performative act is utilised to contend that gender identity is fluid and multifarious. These theoretical considerations are selected based on Jacques Derrida’s deconstructionist approach which, in this project, destabilises common assumptions ascribed to the gender binary system. The scope of the project discloses conformity and deviance from formally established gender norms within Western society, however, their persistence remains unquestioned unless familiar frames of reference are altered or developed.

UddannelserEngelsk, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato20 jun. 2016


  • Horkheimer
  • Adorno
  • Gender
  • Barthes
  • Bachelor
  • Saussure
  • Commercials
  • Commercialisation
  • Cultural Studies
  • Derrida
  • Louis Althusser
  • English Studies
  • Butler
  • Interpellation
  • Gender studies