Retouching models within fashion/ advertising – AGAINST (Research)


Retouching models within fashion/ advertising – AGAINST

 First thoughts

  • Creates unrealistic expectations
  • Creates issues with body image and self esteem – eating disorders and depression. Younger people want to look  older, which is creepy.
  • Distorting reality
  • The boundaries of retouching keep moving – when will it stop?
  • Representing a false truth – misrepresentation – false advertising
  • They aren’t selling a product they are selling an ideal.
  • More women than men

Research Articles – Smile and Say ‘No Photoshop’ How Much Is Too Much? – U.K. Bans Two Retouched Makeup Ads For Being ‘Misleading’

Former Cosmopolitan editor Leah Hardy recently admitted that she had airbrushed anorexic models to look less unwell, but kept their extreme thinness. The result was pictures of women with no body fat who still seemed to be healthy, strong and feminine.

“They had 22-inch waists (those were never made bigger), but they also had breasts and great skin,” she told the Daily Mail.

“They had teeny tiny ankles and thin thighs, but they still had luscious hair and full cheeks. Thanks to retouching, our readers never saw the horrible, hungry downside of skinny. The models’ skeletal bodies, dull, thinning hair, spots and dark circles under their eyes were magicked away by technology … A vision of perfection that simply didn’t exist.”


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