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)