People have been using scented fragrances to cover up both body odor and other odors for thousands of years. I don't believe they had advertising convincing them they smelled bad.
Certainly, the idea of what smells "good" and "bad" is subjective, but as history proves out, I think our societal aversion to odors is 1. deeply seeded and 2. probably practical - if you smell bad, you are likely dirty (and need to wash up)
After hearing the US abandoned chemical weapons based on the odor of feces and rot because 'not all cultures share the same aversion to those smells" I was surprised to read the following quote in Marcus Aurelius's Meditations:
Art thou angry with him whose armpits
stink ? art thou angry with him whose mouth
smells foul ? What good will this anger do
thee ? He has such a mouth, he has such arm-
pits: it is necessary that such an emanation
must come from such things: but the man has
reason, it will be said, and he is able, if he
takes pains, to discover wherein he offends; I
wish thee well of thy discovery. Well then,
and thou hast reason: by thy rational faculty
stir up his rational faculty; show him his error,
admonish him. For if he listens, thou wilt
cure him, and there is no need of anger.
i recall reading about a letter from napolean to josephine on his way back from some war. he told her to stop bathing, I'm on my way home. when it comes to cultural context, i guess anything goes...
Certainly, the idea of what smells "good" and "bad" is subjective, but as history proves out, I think our societal aversion to odors is 1. deeply seeded and 2. probably practical - if you smell bad, you are likely dirty (and need to wash up)