Photoshop doesn’t really bother me that much. I am a photographer, I know what photoshop I like and what I don’t. In advertising of beauty products, it is annoying but undeniably rampant practice for sure, but at this point, I always think “nobody looks like that” and “the proof is the pudding, just buy it and test it out” – which can be an expensive practice as a makeup artist too. It’s got to the point where the general public without a knowledge of photoshop know what is real or not and I’m apathetic to that, apart from beauty advertisements! Are we seriously supposed to look at these pictures and say “wow, this foundation looks great” when the model has been subjected to hours of professional hair and makeup but has also been Photoshopped to the point of no recognizable human features?
For reference to my above statement, open any fashion magazine to any page selling a cosmetic brand or product, bonus points if its a well known celeb. Does she look like a woman wearing makeup or does she look like a woman-alien hybrid who is wearing makeup also eigh hours worth of post-production photo enhancement and might also slurp out your soul to steal your youth?
What is the purpose of photographic advertising if it has virtually nothing to do with the product being advertisted?
So, heres the deal, in the States (and generally the rest of the world follow them like sheep, BAA), they turn a blind eye to this type of consumer manipulation. In the UK, they answer it with Advertising standards Authority, which is exactly as it sounds. The Authority addresses everything from over-sexualization, such as Dakota Fanning’s underage advert for Marc Jacobs and extreme thinness to the very sort of dishonest, aspirational punting that occurs in said beauty adverts. They’ve cracked down on adverts featuring Julia Roberts and Christy Turlington in the past, and their next target is Dior Diorshow mascara starring Natalie Portman.
The advert which is now banned is egregious in its use of capitalized emphasis, FALSE EYELASHES to advertise MASCARA. Taken at face value, it’s a beautiful image that I don’t mind looking at, but really, don’t you think it’s an insult to our collective intelligence as human beings that brands actually pull this kind of bullshit? Ever more disturbing… the general public fall for it.
Think about it.
That’s all I’m saying.