- The document discusses analyzing advertisements from a cultural perspective based on Arthur Berger's book "Ads, Fads and Consumer Culture". - It outlines several approaches that Berger uses to analyze ads, including semiotic analysis, psychoanalytic theory, sociological analysis, feminist analysis, historical analysis, and myth/ritual analysis. - As an example, it then applies these six approaches to analyze a Fidji perfume advertisement, examining symbols, targeting of desires, social roles and power dynamics, historical references, and myths.