(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
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