The disguised a Photoshop 'action' in places the photo re-touchers, art directors and designers would search. It was designed in a way to display a skin 'glow' or brightening action encouraging the viewer to downloaded it for work purposes. What they didn't know however was once downloaded, the action actually reverses all previous manipulations and reverts the image back to the original state and post a layer of messaging about why they're doing this. How clever, I wonder what the response has been. There is historically been far too much manipulation without thought for the viewers vulnerability, I do think though, having a 12 year old daughter, that things are changing and awareness of this 'fake' delivery of advertising has been raised in recent times.
Monday, 23 September 2013
The perception of beauty
I was interested to read about what 'Dove' have been up to. The 'Dove' agency Ogilvy in Toronto came up with a secret weapon to raise awareness with photo re-touchers, art directors and designers to reconsider the messaging that they and their clients are promoting by thinning, colouring and generally adding or subtracting to women’s bodies for benefit of advertising.
The disguised a Photoshop 'action' in places the photo re-touchers, art directors and designers would search. It was designed in a way to display a skin 'glow' or brightening action encouraging the viewer to downloaded it for work purposes. What they didn't know however was once downloaded, the action actually reverses all previous manipulations and reverts the image back to the original state and post a layer of messaging about why they're doing this. How clever, I wonder what the response has been. There is historically been far too much manipulation without thought for the viewers vulnerability, I do think though, having a 12 year old daughter, that things are changing and awareness of this 'fake' delivery of advertising has been raised in recent times.
The disguised a Photoshop 'action' in places the photo re-touchers, art directors and designers would search. It was designed in a way to display a skin 'glow' or brightening action encouraging the viewer to downloaded it for work purposes. What they didn't know however was once downloaded, the action actually reverses all previous manipulations and reverts the image back to the original state and post a layer of messaging about why they're doing this. How clever, I wonder what the response has been. There is historically been far too much manipulation without thought for the viewers vulnerability, I do think though, having a 12 year old daughter, that things are changing and awareness of this 'fake' delivery of advertising has been raised in recent times.
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