Representation is the way the media constructs aspects of “reality,” including people, places, events, culture, ethnicity, and issues. Representation is a complex concept in which we try to understand how media construct their messages and how audiences react to that message. For this essay, I will examine how women are portrayed in Britney Spears' Fantasy perfume ad and the 2011 Coco Mademoiselle ad featuring Keira Knightly. Feminism has been a social philosophy for quite a long time and over the past four decades, the role of women and their rights have changed dramatically in the Western world. However, female representation has remained constant. Beauty, physique, sexuality, emotions and relationships have been at the center of female representations. There is so much emphasis on physical beauty that other values ​​seem excluded; this is not a realistic view of the daily lives of many women around the world. In perfume advertisements in particular, there are many beautiful, thin, "airbrushed" women who seem to seduce the man with their perfume. In this essay, I will explore how perfume advertisements use the representation of women in various forms, including objectification, fragmentation, and body fixation.Objectification: presenting as an object (rather than a person - duhmanizing )Fragmentation: breaking upBinding: restricting or confining as if there were bonds, responsibility or loyalty. Pop sensation Britney Spears has her own perfume brand called Fantasy, and Chanel's Coco Mademoiselle is endorsed by Keira Knightly. Britney Spears is a wealthy and successful global superstar. However, she got a lot of bad press for her behavior in the middle of the newspaper ......gton Post', http://www.huffingtonpost.com/alex-leo/five-trends-the-advertisi_b_149354.html ( date unknown) [accessed December 20, 2013] “Male Gaze Illustration” in “Laura Mulvey's Male Gaze” http://www.freewebs.com/elizabethbarnes/ (date unknown) [accessed December 20, 2013] “Rape Myths must be challenged in court by prosecutors” in “The Telegraph” http://www.telegraph.co.uk/news/uknews/law-and-order/5012571/Rape-myths-to-be-contested-in -court-by-prosecutors.html (date unknown) [accessed December 20, 2013] “Women Leading the Way” in “Huffington Post” http://www.huffingtonpost.com/robin-amos-kahn/women - leading-the-way_b_3056013.html (date unknown)[accessed December 20, 2013]Coco Mademoiselle. Real. Joe Wright. Perf. Keira Knightly and Alberto Ammann. Chanel. 2011. Advertising.Fantastic. Real. Bill Woodruff. Perf. Britney Spears and Nick Steele. 2011. Advertising.