Nowadays, patriarchal ideologies are not difficult to find in our modern societies through different media. In this paper, I have focused on one of the female beauty advertisements, perfume, and found out six areas of how patriarchal ideologies perpetuated in the beauty culture through advertisement. Firstly, the monolithic image of the women reflected patriarchy in the advertisements. Among these six perfume advertisements, all the women are young Caucasians with white, soft skin, long hair and slim body. Under patriarchy, only the white, young, slim women are privileged and recognized as ideal female image in the society. Massive variations among women��s image are rarely found. We seldom see an old, fat, black woman appears in the perfume advertisements. The common appearances found in the advertisements clearly demonstrated the only female image that is socially valued. Little variations are allowed for women and they cannot express their individuality freely. Hence, under patriarchy, women will have monolithic image in the advertisement. Secondly, patriarchy can be found when....

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