This site-specific poster series attempts to create an understanding of soft power within advertising. Modern advertising often uses imagery as a strong focal point to attract consumers. As individuals pass advertisements, the subliminal power of these images becomes forgotten. Using Joseph Nye’s concept of soft power, I created posters that cover parts of several advertisements. The design of each poster displays text from Nye's theories, explaining how advertisements are exercising their power. I also use cutouts of imagery from current advertisements around the city, but in a halftone. The posters were then placed on an avenue where the imagery was taken from. When the viewer reads the poster up-close, the image becomes distorted bringing forth the message.