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THE PHOTOSHOP AND THE FEIGNED BEAUTY
For: Carmen Llovet
At this point nobody believes that the photo is a faithful reflex of the reality and an increasing suspicion is observed also before the finishing touches of the Photoshop. An initiative of the French deputy Valerie Byer proposes that to be pointed out if a photo has been retouched and in the sector of the fashion a reaction is felt so that the woman's models are more real. The initiative of the deputy has no tints of prospering but it has raised a debate on the legality of this practice.
Not only the politicians, also the magazines of the sector of the fashion are propping a change of stage up to be able to tune in to his readers. The director of the British Vogue summoned to the fashionable houses to finish with the culture of the “size zero”. Brigitte, one of the magazines most sold in Germany, has decided to stop using the Photoshop to use unknown real women. The American Glamour dared to publish a model of big size and got for it the congratulation of his readers.

The publicity has created in our brain an imaginary scenery consisted of photos and cánones of beauty that they are not real and that they would never exist in a natural way, as it is the case of the model of Ralph Lauren whose waist was thinner than his head. Before this situation a doubt arises: is it enough to warn that the photo has been retouched? The psychological force of the image is very powerful and the human brain perceives and identifies the reality for the impressions that receive the senses. In the case that we are analyzing the vision of a perfect model it is more powerful than two words “retouched photo” together.

The skeptics of measurements, like that of hiring women not known for the fashionable publicity, make sure that “the women do not want to contemplate a magazine to see current women”. The mark Dove has thrown the slogan “For the real beauty” making to inform in his advertizing campaigns to women of different sizes forms and ages. Current women. Across a study they verified that less than 10 % of the women was perceived beautiful since they were compared with the stereotypes created by the mass media. The target of this challenge has been “to offer to the woman a vision of the most tolerant, more healthy and more democratic beauty” in order to increase his level of well-being and happiness.

The whole sector of the beauty and the fashion redeems a fundamental role to promote one I overturn in the public opinion in favor of the image of the woman in his real facets. This would demand a rectification of the trajectory of the fashionable houses. In fact the excuses of Ralph Lauren, who becomes responsible for the finishing touches that “have given place to very distorted image of the body of the woman” come to the fund of the matter.

“The photographic finishing touch should not be the tool chosen to represent the woman” there indicates the photographer neither Peter Linderberg who painted the portrait without makeup, nor of course Photoshop, to the models Mónica Belluci, Eva Herzigova and Sophie Marceau for the front of a magazine. Artists as he are fundamental to impel the change of mentality. The use of the Photoshop supposes also a form of disfavor of the photographic profession: "The system has relaxed the professional ethics of the sector” the veteran fashionable photographer Ugo Camera declares “Now the make-up artist it does not work already so much, and the stylist the same: so that to correct a wrinkle or to take low of pants if it is possible to erase later?” The polemic is served at all the levels.
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> PEACE, ECOLOGY AND FASHION February, 2010
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