The fourth wave of feminism pushed forward the feminist movement, which was particularly affected by famous women whose pursuits embody and emphasize the desirability of emancipation as a 21st century woman's trait. The main goal of this graduate thesis was to determine the ways in which female perfume commercials use the idea of emancipation as a desirable female trait for marketing purposes. Using narrative analysis, five different perfume commercials made from 2011 to 2016 were inspected. The concept of an emancipated woman of the 21st century was investigated by using gender norm analysis, aspects of desirability, personality traits and behavioral patterns of the female protagonists in the commercials, through the theoretical framework of postfeminism and the fourth wave of feminism. The questions that were put forward in this process were: in what way does modern media use the idea of emancipation in the analyzed female perfume commercials? Which personality traits and behavioral patterns in these commercials form the concept of female desirability? In what way is perfume consumption connected to the rejection of gender norms? What is the relationship between expressing female sexuality and the existing gender norm? In what way is the perception of the desirable and undesirable behavior of a 21st century woman formed in the analyzed commercials? In accordance with postfeminism and the fourth wave of feminism, mutual characteristics of the protagonists in the analyzed commercials are determination with the accentuated sense of self-awareness, insurgence, independence, autonomy, and equality with men. When it comes to their personality traits, they are extroverted, assertive and prone to seeking excitement, competent and success oriented. All of the protagonists are inclined to liberal values and reject gender norms and stereotypes, but are at the same time portrayed as extremely sexually attractive women which embody a traditional female ideal of fitness and succumb to modern fashion conventions. By doing so, they create a separate cognitive category of gender stereotypes: a cluster of an "intellectual sex bomb". Apart from the fitness ideal and the desire to attract the male attention, which are considered the determinants of the traditional notion of femininity, the behavior of the female protagonists almost completely matches the characteristics of the postfeminist understanding of femininity, and supports the fundamental determinant of postfeminism and the fourth wave of feminism – the idea of emancipation. The analysis has confirmed the premise that the idea of emancipation as a desirable female trait is commodified in the analyzed female perfume commercials and used for marketing purposes in the spirit of the capitalist society that we live in.