“A Revolution in Advertising”
February 28, 2017
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There has been much controversy surrounding the advertising world for the past few years.
However, a revolution is sweeping the industry and changing the way society views the human body.
Photoshop is a commonly used application used in the advertisement industry.
It was designed to edit photographs and imagines to make them “more appealing.” The process involves fixing mistakes and flaws in the photo to make it the best it can be.
However it has been ridiculed for setting ridiculous standards for men but more commonly for women.
Photoshop has been overused when editing photos of models. It started out by edited out acne and frizzy hair to editing stretch marks, belly fat and even freckles. Some mistakes have even been made by accidently making a model too skinny, not look like themselves or even editing out a body part.
Many have been outraged by this ridiculous editing. It has caused society to question their self-esteem and self-worth. This over-editing causes body image issues among young teenagers whose bodies look nothing like the images they see in the photos in the magazines.
The funny thing is, the models in real life don’t even look the models in the photos. In a Ted Talk from 2013, model Cameron Russell explains how it takes a whole team of people to create the woman in the picture. As she said, “That’s not me.”
However, a change is slowly coming about in the advertising industry. Select companies are choosing to move away from Photoshop and leave their advertisements all natural. Companies such as ModCloth, Aerie, American Eagle and Seventeen Magazine have are all starting the revolution.
Aerie’s Chief Merchandising Officer Jennifer Foyle states, “The purpose of ‘aerie Real’ is to communicate there is no need to retouch beauty, and to give young women of all shapes and sizes the chance to discover amazing styles that work best for them.”
When Aerie made this pledge, their sales shot up by nine percent.
This anti-Photoshop revolution started when Dove released their “Campaign for Real Beauty.”
They wanted to advertise women that were beautiful in their own skin. They also created a workshop. The Dove Company explained, “The project delivers self-esteem education to young people (primarily girls) aged 8-17 years through lessons in schools, workshops for youth groups, and online resources for parents.”
Photoshop is an application cleverly designed to enhance photographs mainly in advertising. However, it has escalated to the point where the people in the images are unrecognizable.
Many companies are taking a stand to these ridiculous events. The people of society should be able to be empowered by the advertising they see in magazines, not be put down by unrealistic expectations.
This no Photoshop revolution is changing the advertising of today. Hopefully, in the near future, Photoshop will be a thing of the past.