(Un)ethical Use of Photoshop in Media

Group 6 Claudia CiuffoJennifer Quan

Lisandra MaioliMarina Kuzina

FNU Sudha Priyadarshini

UCLA Extension - June 19, 2014

https://www.youtube.com/watch?v=lUF2zbgBXwE

Standard Of Beauty & Photoshop | Model Before and After

https://www.youtube.com/watch?v=JR7ruMLe-ZU

Body Image & The Media - Stop Photoshop

Launched in 1990 by Adobe 500,000 Photoshop CS6 beta (launched in 2012) had

downloads in the first week

Google search “photoshop” - About 156,000,000 results “photoshop used by media” - About 88,900,000

results

Linkedin search “photosho” - 7,955 results

Social Media Channels YouTube: +217K subscribers

Twitter: +687K followers

Facebook: +6MM likes

Photoshop

Megan Orsi, Sr. Lead Web Designer from Pittsburgh, Pennsylvania

“The average woman sees 400 to 600 [of these Photoshopped] advertisements per

day, and by the time she is 17 years old, she has received over 250,000 commercial

messages through the media.”

'America's Mental Channel

http://www.examiner.com/article/bent-on-body-image-the-media-mirrors-and-photos-versus-photoshop

Photoshop and Media

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

BP1: Ethical Marketing puts people first

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

Target’s Swimsuit

The movie King Arthur promotional poster

BP2: Ethical Marketers must achieve a behavioral

standard above the law

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

The Self-Esteem Act Media and Public Health Act (MPHA) co-sponsored by NEDA Truth in Advertising Act of 2014 (Anti-Photoshop Act) Self regulation from National Advertising Division (a part of the

Better Business Bureau)

Governmental and Legal Interventions

BP3: Marketers are responsible for

whatever they intend as a means or end with

a marketing action

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

Why are we so Obsessed

Social Pressure Idolizing Stars Barbie Dolls inculcate this

idea of beauty right from childhood

Golden standards of beauty are set by runway models in Paris, New York and Milan

Good looks lead to higher paychecks

Some Examples

News Anchor airbrushed, Looked nothing like herself

Ann Taylor recent Ad

Some Examples

BP4: Organizations should cultivate better

and higher moral imagination in their

managers and employees

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

Legalist? Lack of adequate laws does not put any legal

liabilities on marketers

Moral Strivers? Direct impact on viewers but they prefer to

laugh all the way to their banks

Relativistic Marketers? Everyone is definitely doing it

BP5: Marketers should articulate and embrace a

core set of ethical principles

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

Dove Mission Statement

“In a world in which girls are too often held back by low self-esteem and anxiety about their looks,

Dove’s Social Mission is to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realize their full potential.”

http://www.unilever.com/brands-in-action/detail/Dove/292077/

“Real Beauty” (2004)

“Evolution”, by Ogilvy & Mather (Toronto) 2005

“Evolution”, by Ogilvy & Mather (Toronto) 2006

https://www.youtube.com/watch?v=m0JF4QxPpvM

“Thought Before Action”, by Ogilvy Toronto 2013

BP6: Adoption of a stakeholder orientation

is essential to ethical marketing decisions

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

Embrace the Stakeholder Concept

130,502 plastic surgery procedures done for teenagers under the age of 18 in the USA (ASAPS)

Celebrities

Partners“I’m not blaming anybody, or criticizing art directors. … It’s an entire culture, the entire industry. If I could find some clever

way of getting [marketers] to think differently, I would do that too. … Hopefully, all that Dove has done for years is sparked

debate for clients and advertising agencies.” – Linda Carte, vice president and associate creative director at BBDO Toronto

http://www.youtube.com/watch?v=818if1bkCdo

Facebook campaign called “ad makeover” is criticizing the weight-loss ads that are prevalent on the social network

Media

BP7: Organizations should delineate an

ethical decision making protocol

BP3: Marketers are responsible for whatever they intend as a means or

end with a marketing action

BP7: Organizations should delineate an ethical decision making protocol

BP2: Ethical Marketers must achieve a behavioral standard above the law

Basic Perspectives for Evaluating and Improving Marketing Ethics

BP6: Adoption of a stakeholder orientation is essential to ethical

marketing decisions.

BP4: Organizations should cultivate better and higher moral imagination

in their managers and employees

BP1: Ethical Marketing puts people first

BP5: Marketers should articulate and embrace a core set of ethical

principles

“Keep girls’ body sizes or face shapes unaltered and celebrate every kind of beauty.”

In 2012, Julia Bluhm, 14 years old, organized a Petition askingSeventeen Magazine to print one unaltered photo in its magazine each month.

Over 84,000 Teenagers signed the petition:

Seventeen Magazine’s Protocol

The letter by Ann Shoket, Seventeen’s editor in chief, about the magazine’s Body Peace Treaty, signed by all the reporters of Seventeen, which says it won’t “change girls’ body or face shapes” and also promises more transparency.

Next steps

References

References

• No Author. “Eat Disorder Statistics.” National Association of Anorexia Nervosa and Associated Disorders, June 16, 2014.

• Matlins, Seth. “Why Beauty Ads Should Be Legislated.” Huffington Post, June 16, 2014. http://www.huffingtonpost.com/seth-matlins/post_2329_b_932086.html

• No Author. “National Eating Disorders Association Joins Off Our Chests In Battle to Launch Media Public Health Act.” National Eating Disorders Association, June 16, 2014. http://www.nationaleatingdisorders.org/press-room/press-releases/2012-press-releases/national-eating-disorders-association-joins-our-chests-battle-launch-media-and-public-health-act

• Bahadur, Nina. “Dove ‘Real Beauty’ Campaign Turns 10: How A Brand Tried to Change The Conversation About Real Beauty.” Huffington Post, June 16, 2014. http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html

References

• Zara, Christopher. “Truth In Advertising Gains Support, But Photoshop Regulation Is A Tall Order. International Business Times, June 16, 2014. <http://www.ibtimes.com/truth-advertising-gains-support-photoshop-regulation-tall-order-1602702

• Little, Lyneka. “Proctor & Gamble Pulls Photoshopped Taylor Swift Mascara Ad.” ABC News, June 16, 2014. http://abcnews.go.com/blogs/business/2011/12/procter-gamble-pulls-photoshopped-taylor-swift-mascara-ad/

• No author. "Female Body Image". Visua.ly. June 16, 2014. http://visual.ly/female-body-image

• No author. "The Image of Perfection". Mya. June 16, 2014. http://www.mya.co.uk/the-perfect-body

References

• EcowoldReactor. "Standard Of Beauty & Photoshop | Model Before and After". YouTube. June 16, 2014. <https://www.youtube.com/watch?v=lUF2zbgBXwE>

• NDFmedia. "celebrities Before and After Photoshop". YouTube. June 16, 2014. <https://www.youtube.com/watch?v=mamamIeBmek>

• Herzing, Sam. "Legislating Beauty: Comparative Regulations of Photoshop Use". PDF Presentation. May 1, 2013.<http://www.samherzing.com/uploads/1/9/6/1/19619993/legislatingbeauty.pdf>

• Zapata, Kimberly. "Bent on body image: The media, mirrors, and photos versus Photoshop". Examiner. June 16, 2014. <http://www.examiner.com/article/bent-on-body-image-the-media-mirrors-and-photos-versus-photoshop >

Referencies

• Botelho, Greg. "Seventeen magazine vows not to alter images, to 'celebrate every kind of beauty'". CNN US. June 16, 2014. <http://www.cnn.com/2012/07/05/us/seventeen-photoshopping/ >

• Cowles, Charlote. "Seventeen Magazine Makes ‘Body Peace Treaty’". The Cut. NY Mag. June 16, 2014. <http://nymag.com/thecut/2012/07/seventeen-magazine-makes-body-peace-treaty.html>

• No author. "Adobe Photoshop CS6 Statistics | Video". Zinx. June 16, 2014. <http://thezinx.com/web/adobe-photoshop-statistics-video/>

• No author. "Adobe Photoshop". Wikipedia. June 16, 2014. <http://en.wikipedia.org/wiki/Adobe_Photoshop>

• Born Squishy. “Dove: Onslaught.” YouTube, June 16, 2014. https://www.youtube.com/watch?v=9zKfF40jeCA

More Referencies

• President of the World. “Body Evolution.” YouTube, June 16, 2014. < https://www.youtube.com/watch?v=17j5QzF3kqE#t=47 >

• Bre. “Dove’s New Ad Campaign: Photoshop Trick or Reality Treat.” Birchbox on Tumblr, June 16, 2014. <http://blog.birchbox.com/post/44746410062/doves-new-ad-campaign-photoshop-trick-or-reality

• No author. "Dove’s Real Beauty Campaign Sabotages Photoshop". Ryot. June 16, 2014. < http://www.ryot.org/dove-is-being-tricky-again/289197>

• Souppouris, Aaron. “Dove releases rogue Photoshop action that undoes 'real beauty' manipulations.> The Verge, June 16, 2014. < http://www.theverge.com/2013/3/6/4070254/dove-real-beauty-campaign-photoshop-beautify-action-scam

More Referencies

• Luong, Cindy. “Dove Campaign for Real Beaty.” Slideshare, June 16, 2014. <http://www.slideshare.net/cluong4/dove-campaign-for-real-beauty-10258287 >

• Nudd, Tim. “Ogilvy's Photoshop hacktivism is clever but questionable for a brand built on honesty” Adweek, June 16, 2014.< http://www.adweek.com/news/advertising-branding/ad-day-dove-147846 >

• Wasserman, Todd. “Dove’s ‘Beautify’ Photoshop Action Unairbrushes Images of Models.” Mashable, June 16, 2014. http://mashable.com/2013/03/06/dove-photoshop-action/

• Forster, Stefani. “Dove Canada’s Photoshop ‘Action’ Reverts Airbrushed, Edited Photos.” Huffington Post Canada, June 16, 2014. http://www.huffingtonpost.ca/2013/03/07/dove-canada-photoshop-hack_n_2828962.html

Some Interesting Links

• Croffors, Andy. "The Darwinian Evolution of Photoshop ". Techking. June 16, 2014. <http://www.testking.com/techking/infographics/darwinian-evolution-photoshop/>

• Anderson, Susan. "Ideal Body Measurements: Perfect Proportions". ienhance. June 16, 2014. <http://www.ienhance.com/articles/body/ideal-body-measurements-perfect-proportions-infographic>

• No author. "These Infographics Of What Men And Women Think The Perfect Body Looks Like Are Vastly Different". Her.ie. June 16, 2014. <http://www.her.ie/life/pictures-these-infographics-of-what-men-and-women-think-the-perfect-body-looks-like-are-vastly-different/>

• Born Squishy. “Dove: Onslaught.” YouTube, June 16, 2014. <https://www.youtube.com/watch?v=9zKfF40jeCA >

Unethical Use of Photoshop in Media

Project for UCLA Extension Ethics in Marketing & Advertising

Spring 2014Instructor: Jennifer Beever

- June 19, 2014