In "Undressing the Ad" by Katherine T. Frith she discusses the impact of advertisements on individuals and provides the tools for individuals to take the power and impact of the ad away by teaching the reader to break the ad apart and dissect not only its intended but also its implied meaning. Advertisements are created to sell a product by making it seem that it is necessary for the individual viewing the ad to purchase the product. In many ways advertisements manipulate people's ideas and beliefs without their knowledge by using certain stereotypes and ideologies as their backdrop. There are three parts to dissecting the Ad, the first part is to get the overall impression that the ad gives the reader. Part two is finding the advertiser's meaning behind the ad, this is typically what the ad is selling; The final part is to find hidden ideological and cultural meanings in the ad, this is done by changing the ad mentally through picturing different people in the ad in different roles. Part three is the most important because following this
Cited: Berger, John. Ways of Seeing. London: Penguin Books. 1972 Frith, Katherine T. "Undressing the Ad: Reading Culture in Advertising." Undressing the Ad. Ed. Katherine Toland Frith. New York: Peter Long Publishing. 1998. 1-17. PF Flyers. Advertisement. CO-ED. Spring 2006: 116-117 Sky Vodka. Advertisement. Maxim. Feb. 2006: 13 SCO. Advertisement. Modified. Feb. 2006: 169 Dropzone. Advertisement. Modified. Feb. 2006: 148