The increase in excessive use of Photoshop in advertisements aimed at teenagers will be analyzed using Stuart Hall's theory of encoding and decoding, margins and centers, as well as the theory of cumulative effects. lasting impact on the lives of adolescents. Teenagers internalize these unrealistic photoshopped images of models in the media. This can have a negative impact on their self-esteem and create eating disorders. Photoshop artists use this software to create a false image of what society considers perfect. The Huffington Post recently exposed Target's excessive use of Photoshop in its online swimwear line aimed at teens. It was obvious that the photo of the teenage model was stretched to make her limbs look longer and thinner, and the Huffington Post reported that "the model is missing a piece of her crotch." (Feldman, 2014) The purpose of the missing crotch was to use the software to create a deception of the thigh gap, a new skinny trend by not touching the thighs. This ad was terrible because Target photoshopped junior models that appealed to young girls. Jamie Feldman, a writer for the Huffington Post, says: "The only thing worse than Photoshopping adult models is Photoshopping junior models, which are aimed at young girls." » (Feldman, 2014) This question is important because adolescents, especially young girls, are pressured to achieve that unattainable beauty that is portrayed in advertisements aimed at adolescents. When Photoshop is not used excessively, teens can identify with the models advertised. The Huffington Post published an article praising Aerie, a sister lingerie boutique to American Eagle, for featuring all non-airbrushed designs. These ...... middle of paper ...... e can identify themselves based on their appearance, but they use photoshopped models instead. Ads launched by Aerie increased sales by 16% during this quarter, proving that appealing to centers will benefit both teen consumers and the advertiser. (Krupnick, 2014) Advertisers should research teens who are at the center of society to ensure they appeal to the greatest number. Technology, particularly the creation of Photoshop software, has provided advertisers with a new way to appeal. adolescents. Excessive use of Photoshop instills in adolescents' heads an unattainable and dangerous image of what it means to be beautiful. Stuart Hall's Encoding and Decoding Theory, Cumulative Effects Theory, and Margins and Centers present an analysis of the rise of excessive Photoshop use in advertisements aimed at adolescents..