Minister pushes for reconsidering airbrushed images
Are images which show unrealistic skin / shape etc acceptable just because we know it’s spin? (Steve Swallow)
Are Airbrushed Images so Ingrained in Advertising that They Can’t Bear to Drop Them?
Companies using celebrity pictures for website promotion campaigns need to keep up-to-date with the debates and discussions surrounding the use of airbrushed pictures.
The government has recently embroiled itself in discussions regarding the widely-accepted use of retouched pictures and airbrushed photographs. These techniques are regularly used, especially in the spheres of fashion and glamour.
Recently, the equalities minister Lynne Featherstone announced that she would be discussing the use of such masking measures with the concerned fashion and related media industry. Concerns have been raised regarding the use of such pictures to promote products and the possible effects of their use on the psyche of the common person. In meetings with the advertising and magazine industries, the minister would be questioning how airbrushing and touching images were impacting the body confidence of the average citizen.
It has been suggested that altered photographs should be accompanied by a warning that makes it clear to the audience that the image has been morphed and is removed from reality.
However, the Institute of Practitioners in Advertising (IPA) pointed out that most consumers of celebrity and fashion media were already aware of the use of these techniques.
Hamish Pringle, director general of the IPA, said that readers of magazines such as Heat and OK were well aware that on a day-to-day basis celebrities looked just like anyone else and were not that glamorous when they were relaxing in their tracksuits.
He pointed out that not only were consumers aware of these techniques being employed to make images in newspapers and magazines more attractive, they often employed the exact same methods to enhance their personal photographs. He added: “It seems that retouched imagery is absolutely embedded in the media world and increasingly in the personal/private world too.”
The minister’s efforts follow suit from the Liberal Democrats Body Confidence campaign which she had launched along with Jo Swinson.
Search Engine Optimization Consulting
Internet Advertising Company