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How effective would a Photoshop traffic light system be on advertising images?

by 2 Comments

Last week Target announced that its forthcoming swimwear advertising campaign will be Photoshop-free. It’s an approach that I endorse, and I was intrigued to see some of the comments on the article here on DIYPhotography. Don Barnard suggested that having a traffic light system, a little like the nutritional content warnings on food packaging, showing how much manipulation images had undergone would be a good idea.

All I want is a simple pie chart symbol in the bottom corner of every commercial image that indicates the extent that photoshop has been used to alter the models appearance. Food has labelling, so should the images used for health, fitness, food and beauty products.

It’s not a bad suggestion at all, but I have my reservations about it.

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Target’s new swimsuit ad campaign goes “Photoshop-free” (or at least, liquify-free)

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Photoshop has received a bit of a backlash over the last few years about its use in advertising.But, it’s not really Adobe’s fault. Photoshop is just a tool. It’s like blaming Ford because you took a wrong turn down a one way street. But, the criticism has made a lot of companies sit up and think. Their average customer doesn’t really look much like the people used in their advertising campaigns. In fact, even the people used in their advertising campaigns don’t look like themselves in the final result a lot of the time.

More and more organisations have started to go “Photoshop free” for their advertising. And Target have now jumped on the trend, to great effect. To promote their new spring swimwear line, the campaign features women of all shapes and sizes, completely unretouched.

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