The Ugliness of Photo Manipulation

Jeffrey Wolfe
jw939417@ohio.edu

Photo manipulation in advertising and marketing shows the ugly side of our society.

It is very common to pick up any magazine at a store and see a beautiful woman or handsome man gracing the cover; toned muscles, curves, and a perfect tan.

No scars. No imperfections.

How are there that many "perfect" people in the world and why is it I never see any of them walking around? If someone took the time to airbrush or manipulate my photo, I could be one of those people, too.

What is beautiful?

The quest to have the perfect look on the cover of a magazine or representing a favorite product has shown the importance of perceived perfection in our society. While looking glamorous might associate a product positively, it is having a negative impact on on our culture and those that don't see themselves this way; especially youth.

According to an article published in The Telegraph in 2009 about airbrushed images, 44 academics doctors and psychologists concluded that "the pictures promote unrealistic expectations of perfection, encouraging eating disorders and self-harm." The findings, which were submitted to the Advertising Standards Agency, went on to say that other issues can arise such as “unhealthy dieting regimes and problematic eating behaviors (starving, bingeing, and purging), clinical eating disorders (anorexia, bulimia), cosmetic surgery and extreme exercising.”

Subtle changes can have a large impact on perception.

This type of covering or altering of how someone looks can also be done digitally, or in combination with airbrushing. The end result is showing society how someone is perceived to look, and as The Telegraph article mentioned can cause a state of unhealthiness trying to achieve the same results.

Who takes a stand?

Thankfully there is some push back against this practice.

In January, 2018, USA Today reported that CVS would ban photo manipulation for beauty brands in its stores and if companies did not change policies, they would face have alert labels on their products by 2020. CVS Pharmacy President Helena Foulkes said, "the decision reflects an acknowledgment that 'unrealistic body images' are 'a significant driver of health issues,' especially among women."

According to Groundswell, the magazine Seventeen "stopped Photoshopping their models back in 2012 when Julia Bluhm, a 14 year old from Maine, organized a petition with over 84,000 signatures that demanded at least one unaltered photo spread per issue."

Seventeen not only obliged but also decided to do more. They pledged "not to digitally alter body sizes or face shapes of young women featured in its editorial pages."

Until more companies take a stand against photo manipulation in advertising and marketing, going against current norms of our society, this will continue to impact young women and men negatively.