Complete Deception: Photoshop in Cosmetic Advertising

LANCOME AD

Lancome Paris? More like FAKEcome Paris

Can Lancome’s foundation really perform what it promises? NO. From the looks of this picture their product promises flawless, wrinkleless, glowing skin. These things aren’t possible; in fact, Photoshop did those things, not the actual product. How are consumers supposed to trust a product that companies can’t even trust themselves?

This advertisement was so deceiving, it ended up being banned for future use in advertising due to the excessive Photoshopping.

Problematic Photoshop

Photoshop has become a huge problem in America and around the globe. It can have negative effects on consumers who see these ads in m000agazines, on TV, or even on highway billboards. Seeing these altered images can cause women to acquire a negative body image, followed by depression, or an eating disorder. Pictures that have been Photoshopped do not reflect reality. Instead, it creates perfection, something that is truly impossible to attain.

The use of Photoshop is not only used in advertising, but it is also used for pictures in general. People use Photoshop in everyday life whether they realize it or not. Is this an issue in our society?

Think for a second about the last time you posted a picture on some form of social media. Did you post it without a filter, or without editing?

Screen Shot 2015-11-30 at 10.12.40 AM
Brightened eyes, enhanced makeup, and glossy skin.

The answer to that question is probably no. Our society is becoming obsessed with making sure every picture posted to the public must be perfect. Even I am guilty of editing a picture before I post it on Instagram. I’ll make sure I have the perfect filter and sometimes I’ll even whiten my teeth or edit out blemishes. By editing our pictures and using Photoshop in our everyday life, our minds have assimilated “getting likes” on Instagram with being flawless. This promotes a negative connotation toward body image because no one is perfect, not even models.

Moving in the Right Direction

As Photoshop is clearly a huge problem in our society, we are starting to become more aware of the harmful consequences that follow.

While raising awareness, this video pokes fun at how people use Photoshop to create an unrecognizable image. Videos like this help bring attention to this issue, and it shows that we are headed in the right direction. This makes people question why Photoshop is used, especially if it doesn’t reflect reality at all.

“It’s you perfected”

“Just one application of Photoshop can give you results so dramatic they are almost unrealistic”

Photoshop makes pictures unrealistic. It changes pictures from natural to flawless, with the click of a few buttons. After watching this video, I pondered the importance of Photoshop. Why do we even use it in the first place?

Along with poking fun at the use of Photoshop, some companies have taken a more serious approach. Many campaigns have been created to inform consumers of the negative effects that can DOVE REAL CAMPAIGNarise from Photoshop. Dove made a campaign video in 2007 showing a complete transformation of a woman’s face using Photoshop. By doing this, they are hoping to show women how our perception of beauty is distorted; we are all beautiful just the way we are.

In addition to campaigns, some companies have limited, or completely taken out, their use of Photoshop in their advertisements. Aeire is aspiring woman to love themselves no matter what they look like. Their shopping bags, and many of their advertisements, now have the statement, “The girl in this photo has not been retouched.” They want women to believe that the REAL you is sexy, no matter what the media tells you.

AERIE

The Tricks of Photoshop

We need to stop being fooled by Photoshop. What you see in advertisements is not real, nor should it be wanted. Natural is the new pathway; natural is perfection. Love yourself, because you are beautiful without being impossibly flawless.

 

 

 

 

 

 

 

 

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