A common form of photographic manipulation, particularly in advertising, fashion, boudoir, portrait, and glamour photography, involves edits intended to enhance the appearance of the subject. Common transformations include smoothing skin texture, erasing scars, pimples, and other skin blemishes, slimming the subject's body, and erasing wrinkles and folds. Commentators have raised concerns that such practices may lead to unrealistic expectations and negative body image among the audience.
Use in fashion , the waists of women were
masked out to achieve more of an
hourglass figure. The photo manipulation industry has often been accused of promoting or inciting a distorted and unrealistic image of most specifically in younger people. The world of
glamour photography is one specific industry that has been heavily involved with the use of photo manipulation (what many consider to be a concerning element as many people look up to celebrities in search of embodying the 'ideal figure'). Manipulation of a photo to alter a model's appearance can be used to change features such as skin complexion, hair color, body shape, and other features. Many of the alterations to skin involve removing blemishes through the use of features included within popular image editing programs which are designed for just such purposes. Photo editors may also alter the color of hair to remove roots or add shine. Additionally, the model's teeth and eyes may be made to look whiter than they are in reality.
Makeup and
piercings can even be edited into pictures to look as though the model was wearing them when the photo was taken. Through photo editing, the appearance of a model may be drastically changed to remove imperfections. In an article entitled "Confessions of a Retoucher: how the modeling industry is harming women", a professional retoucher who has worked for mega-fashion brands shares the industry's secrets. Along with fixing imperfections like skin wrinkles and smoothing features, the size of the model is manipulated by either adding or subtracting visible weight. Reverse retouching is just as common as making models skinnier, "distorting the bodies of very thin models to make them appear more robust in a process called reverse retouching. It is almost worse than making someone slimmer because the image claims you can be at an unhealthy weight but still look healthy. In reality, you can't, you have to Photoshop it". As the fashion industry continues to use photos that have been manipulated to idealize body types, there is a need for education about how unreal and unhealthy these images are and the negative implications they are promoting. A digital manipulation expert, who edited and altered a lot of images for the fashion industry and wants to remain private, says it is normal to digitally manipulate a photograph of a model to make them appear thinner, regardless of actual weight. Generally, photographs are edited to remove the appearance of up to . However, in the past 20 years, the practice has changed, as more celebrities are on social media and the public is now more aware of their actual appearances; it is likely that significant alterations would be noticed. The retoucher notes that the industry's goal is to make significant income in advertising and that the unrealistic ideals cycle will continue as they have to maintain this. Starting in 2012,
Seventeen magazine said they intended to no longer manipulate photos of their models. The decision was made after a 14-year-old girl, Julia Bluhm, petitioned that the magazine use a minimum of one unaltered photo in each of their spread per issue. The petition received over 84,000 signatures.
On social media Social media apps such as
Snapchat,
Instagram, and
TikTok enable users to manipulate photos using the back or front camera, applying pre-made filters to enhance the quality of the picture, distort themselves, or add creative elements such as text, coloring or stickers. Filters provided on social media platforms are made by social media companies or are
user-generated content. Photo editing techniques include the addition of polls, GIFs, music, countdowns, donations, and links. Influencers use filters to grow engagement and boost follower activity, in order to be seen as unique, creative, or fascinating. Meta reported that over 600 million people have used an AR effect on Facebook or Instagram.
Mobile phone applications such as
Facetune allow users to modify their own personal images. Social media users, especially younger people, are thus exposed to an extreme amount of manipulated imagery presenting unrealistic, unachievable body ideals. For example, social media platforms such as TikTok have include filters that create an illusion of physical attributes, such as the "skinny filter" and the "perfect skin filter".
In advertising Photo manipulation has been used in advertisements for television commercials and magazines to make their products or the person look better and more appealing than how they look in reality. Additionally, subjects may be altered to achieve a desired
composition by cheating anatomy and/or
perspective to achieve a more desirable silhouette or direct the eye to particular elements.
Celebrity opposition Photo manipulation has triggered negative responses from both viewers and celebrities. This has led to celebrities refusing to have their photos retouched in support of the
American Medical Association that has decided that "[we] must stop exposing impressionable children and teenagers to advertisements portraying models with body types only attainable with the help of photo editing software". These include
Keira Knightley,
Brad Pitt,
Andy Roddick,
Jessica Simpson,
Lady Gaga, and
Zendaya. Brad Pitt had a photographer,
Chuck Close, take photos of him that emphasized his flaws. Chuck Close is known for his photos that emphasize the skin flaws of an individual. Pitt did so in an effort to speak out against media using image manipulation software and manipulating celebrities' photos in an attempt to hide their flaws.
Kate Winslet spoke out against photo manipulation in media after
GQ magazine altered her body, making it look unnaturally thin. 42-year-old
Cate Blanchett appeared on the cover of
Intelligent Life's 2012 March/April issue, makeup-free and without digital retouching for the first time. In April 2010,
Britney Spears agreed to release "un-airbrushed images of herself next to the digitally altered ones". The fundamental motive behind her move was to "highlight the pressure exerted on women to look perfect". In 2014, Hungarian pop vocalist and songwriter
Boggie produced two music videos that achieved global attention for its stance on
whitewashing in the beauty industry: the #1
MAHASZ chart hit "Parfüm" (Hungarian version) and "Nouveau Parfum" (French version) from her self-titled album
Boggie, which reached two
Billboard charts (#3 Jazz Album, #17 World Music Album). In the videos, the artist is shown singing as she is extensively retouched in real-time, ending with a side-by-side comparison of her natural and manipulated images as the song fades out.
Corporate opposition Some companies have begun to speak out against photo manipulation in advertising their products.
Dove created the Dove Self-Esteem Fund and the
Dove Campaign for Real Beauty to build confidence in young women, emphasizing "real beauty", or unretouched photographs, in the media. Clothing retailer
Aerie's campaign
#AerieREAL emphasizes that their clothes are for everyone and that their advertisements have not been retouched in any way, saying "The real you is sexy." The American Medical Association stated that it is opposed to the use of photo manipulation. Dr. McAneny made a statement that altering models to such extremes creates unrealistic expectations in children and teenagers regarding body image. He also said that the practice of digitally altering the weight of models in photographs should be stopped, so that children and teenagers are not exposed to body types that cannot be attained in reality. The American Medical Association as a whole adopted a policy to work with advertisers to work on setting up guidelines for advertisements to try to limit how much digital image manipulation is used. The goal of this policy is to limit the number of unrealistic expectations for body image in advertisements.
Government opposition Governments are exerting pressure on advertisers, and are starting to ban photos that are too airbrushed and edited. In the United Kingdom, the
Advertising Standards Authority has banned an advertisement by
Lancôme featuring
Julia Roberts for being misleading, stating that the flawless skin seen in the photo was too good to be true. The US is also moving in the direction of banning excessive photo manipulation where a
CoverGirl model's ad was banned because it had exaggerated effects, leading to a misleading representation of the product. In 2015, France proceeded to pass a law that battles against the use of unrealistic body images and anorexia in the fashion industry. This includes modeling and photography. The models now have to show they are healthy and have a BMI of over 18 through a note from their doctor. Employers breaking this law will be fined and can serve a jail sentence of up to six months. When a creator of a photograph does not disclose that the picture is edited or retouched, no matter how small the edit, they may also receive a fine or 30% of the costs of what they used to create their ad. In 2021,
Norway enacted legislation making it a requirement to label digital manipulations of the bodies of persons when depicted in advertising. Failure to do so is punishable by a fine.
Support Some editors of magazine companies do not view manipulating their
cover models as an issue. In an interview with the editor of the French magazine
Marie Claire, she stated that their readers are not idiots and that they can tell when a model has been retouched. Also, some who support photo manipulation in the media state that the altered photographs are not the issue, but that it is the expectations that viewers have that they fail to meet, such as wanting to have the same body as a celebrity on the cover of their favorite magazine.
Opinion polling A survey done by the United Kingdom-based fashion store
New Look showed that 90% of the individuals surveyed would prefer seeing a wider variety of body shapes in media. This would involve them wanting to see cover models that are not all thin, but some with more curves than others. The survey also talked about how readers view the use of photo manipulation. One statistic stated that 15% of the readers believed that the cover images are accurate depictions of the model in reality. Also, they found that 33% of women who were surveyed are aiming for a body that is impossible for them to attain. Dove and People Weekly also did a survey to see how photo manipulation affects the self-esteem of females. In doing this, they found that 80% of the women surveyed felt insecure when seeing photos of celebrities in the media. Of the women surveyed who had lower self-esteem, 70% of them do not believe that their appearance is pretty or stylish enough in comparison to cover models.
Social and cultural implications The growing popularity of image manipulation has raised concern as to whether it allows for unrealistic images to be portrayed to the public. In her article "
On Photography" (1977),
Susan Sontag discusses the objectivity, or lack thereof, in photography, concluding that "photographs, which fiddle with the scale of the world, themselves get reduced, blown up, cropped, retouched, doctored and tricked out". A practice widely used in the magazine industry, the use of photo manipulation on an already subjective photograph creates a constructed reality for the individual and it can become difficult to differentiate fact from fiction. With the potential to alter body image, debate continues as to whether manipulated images, particularly those in magazines, contribute to self-esteem issues in both men and women. In today's world, photo manipulation has a positive impact by developing the creativity of one's mind or maybe a negative one by removing the art and beauty of capturing something so magnificent and natural or the way it should be. According to
The Huffington Post, "Photoshopping and airbrushing, many believe, are now an inherent part of the beauty industry, as are makeup, lighting and styling". In a way, these image alterations are "selling" actual people to the masses to affect responses, reactions, and emotions toward these cultural icons. == "Photoshop" as a verb ==