As we all know, the image manipulation and its makeover with Photoshop in advertising campaigns, especially in cosmetic ones, are a constant in our current society. In the century of the maximum peak of the esthetic surgeon it is too difficult to find a natural and non-manipulated image.
The idea of beauty that the majority of advertisements send is an eternal young one, without wrinkles, without any spot, scar or whatever, the main purpose is to get as close to perfection as Photoshop allows. But this fact has originated a huge controversy about the unreachable beauty that women are supposed to achieve and the unrealism that give off most of advertisements.
The barefaced and excessive retouching that has suffered Kate Winslet’s photo for Lâncome has been the straw that breaks the camels back. It does not mean that a lot of public icons had suffered or enjoyed (it depends on your point of view) Photoshop retouches. Totally the opposite! In fact, I can mention a handful of them: Britney Spears in Circus CD’s cover, Kate Moss in Chanel nº5 ad, Lindsay Lohan in her interview with People magazine, all Victoria’s Secret models, etc. Each time more and more women are complaining that they are been imposed a sort of beauty unattainable and that is being transmitted a frivolous esthetic canons settle on the superficiality.
As a result of this reaction that popular, several cosmetic brands have recently launched new advertising campaigns which rest on the naturally and self-confidence of a woman. An example would be the brand ‘’Dove’’ which now extols the curves of the feminine body, showing it to the camera without any kind of retouching. Another cosmetic brand, Make Up Forever, adds to this movement and launches a campaign whose photos did not suffered any manipulation.
It is curious to see how esthetic canons are in continuous change….
Kisses and hugs,
XOXO
Journalism Girl
I agree with Bea in the fact that currently all the pictures of advertisements for well known brands or not so good ones, are retouched by Photoshop.
ResponderEliminarThis obsession with being perfect comes to the point that many girls, are used to retouch or edit their Facebook profile pictures by Photoshop.
This is not a good way to make the ads more beautiful, but it is promoting an unreal aesthetic model. Not from the human nature, that’s way it’s impossible to achieve.
In my opinion I think our society should do something to promote natural beauty, also is more attractive.
To conclude, I’ve to say that some brands of cosmetics as “Dove” have chosen to make ads of normal women.