It is of no contention that the air-brushing of models in advertisements has been a central issue amongst body image advocates. Re-touching images of people has created problems for body-conscience individuals as well as advertisers although it is questionable whether the significance of the problems has yet outweighed the advantages of the practice. Part of the ethical responsibility of designers is to be aware of the effects their designs have on people, but there may be times when designers do not have a choice. Advertisers respond to the market in a supply-and-demand manner and will continue to deliver images that are successful, or more aptly recognised: as profitable.
Design critic Alice Rawsthorn categorises ‘most graphic design ... as “quietly good design”, (that is, we never) really stop and look at it in the way that we might stop and look at a painting or a work of art. We absorb the messages, but only rarely take time to look at how the message has been constructed. In other words, we gulp the wine, but never look at the glass’ (Shaughnessy, 2008). It is interesting that the glass that delivers images of people in particular gains so much attention.
Table of Contents
1. INTRODUCTION
2. SUBSTANTIATING STRATEGIES
3. PRACTICE MAKES PERFECT
4. RECOGNITION AND RESPONSIBILITY
5. CONCLUSION
Objective and Key Topics
This work explores the ethical and social implications of airbrushing models in advertising, examining the relationship between digitally altered imagery, body image dissatisfaction, and consumer behavior. It seeks to determine whether industry self-regulation or consumer awareness is a more effective mechanism for addressing the harmful effects of unrealistic body standards in media.
- The impact of airbrushed imagery on self-esteem and body image.
- Economic pressures and the "supply and demand" logic within advertising.
- The role of industry self-regulation and government policies, such as the National Strategy on Body Image.
- Consumer power as a tool for driving change in advertising practices.
Excerpt from the Book
PRACTICE MAKES PERFECT
Advertisers use the practice of air-brushing models in their advertising because it seems to work for them. It is interesting to note that within the National Strategy on Body Image, '[i]t is recognised that it is not easy for organisations to change business practices that have proved profitable over an extended period of time (and that) advertising agencies are asked to work within a brief given to them by their clients' (The National Advisory Group, 2009, p.21). Without entering the inner workings of advertising agencies, the blame here cannot be wholly redistributed to the advertiser as advertisements are usually the product of market research, which swings the argument back around to the basic economics of “supply and demand”. Body image spokeswoman and author of Does my bum look big in this ad? Lisa Cox (Muse in the Mirror, 2011) muses in a recent Bella magazine article:
Airbrushing, digital enhancement and retouching (they’re basically the same thing) are commonly misused and misunderstood terms. The truth is, in advertisements nearly everything is airbrushed. From the apples in the grocery catalogue to the houses in the real estate brochure, chances are that the image has been digitally altered in some way. But this isn’t the problem. It might be ‘unrealistic’ but an airbrushed car, for example, doesn’t leave you feeling unattractive and worthless. This is the problem - when the airbrushed images distort our perceptions of what our body should look like. A model can lose 10 kilograms or gain bigger breasts with a few mouse clicks (Cox, 2010).
Summary of Chapters
1. INTRODUCTION: Outlines the central debate regarding the airbrushing of models and its effects on body-conscious individuals, while noting the ethical challenges designers face in a profit-driven market.
2. SUBSTANTIATING STRATEGIES: Discusses the link between digitally altered images and body dissatisfaction, highlighting calls from experts for clearer labeling of enhanced advertisements.
3. PRACTICE MAKES PERFECT: Analyzes the business logic behind airbrushing and the complexity of distinguishing between harmless digital enhancements and those that negatively distort body perception.
4. RECOGNITION AND RESPONSIBILITY: Examines the potential power of the consumer to influence advertising standards and suggests that shifting demand away from harmful imagery could act as a catalyst for change.
5. CONCLUSION: Argues that while regulation and standardized codes of conduct are necessary, true progress may depend on public awareness and the collective choice of consumers to reject unrealistic ideals.
Keywords
Airbrushing, Advertising, Body Image, Digital Retouching, Consumer Behavior, Ethics, Media Literacy, Self-Regulation, Body Dissatisfaction, Marketing, National Strategy on Body Image, Supply and Demand, Graphic Design, Social Influence.
Frequently Asked Questions
What is the core subject of this publication?
The work examines the pervasive use of airbrushing in advertising, focusing on the psychological impact of these digitally altered images on body image and the ethical responsibilities of the advertising industry.
What are the central thematic areas?
The main themes include the psychological effects of unrealistic beauty standards, the tension between profit-driven business models and ethical design, the effectiveness of self-regulatory industry bodies, and the potential power of consumer choice.
What is the primary research question?
The text investigates whether the societal harms caused by airbrushed imagery necessitate stricter government regulations or if consumer-led market shifts are sufficient to demand more realistic and honest advertising.
Which scientific methodology is primarily utilized?
The work is based on a synthesis of secondary literature, including government reports like the National Strategy on Body Image, academic research on media effects, and expert commentary from psychologists and industry critics.
What is the focus of the main body?
The main body details the arguments for regulating image-doctoring, analyzes the economic drivers of "perfect" imagery, and explores the broader social context of how consumerism influences the way women view their bodies.
Which keywords best characterize the work?
Airbrushing, Body Image, Advertising, Digital Retouching, Ethics, Consumer Behavior, and Media Influence.
How does the National Strategy on Body Image propose to change the industry?
It recommends the adoption of a voluntary industry code of conduct that promotes body diversity and discourages the use of extreme digital manipulation, such as changing body shapes or sizes.
Does the author suggest that only airbrushed models cause body dissatisfaction?
No, the text mentions research suggesting that other forms of media, such as advertisements for luxury goods or "jet-set" lifestyles, can be equally damaging to body confidence by fostering materialistic values.
What is the "chicken and the egg" argument mentioned in the text?
The author questions whether advertisers are to blame for creating unrealistic standards or if they are simply responding to the existing market demand for "flawless" imagery from consumers.
What role does the consumer play in this situation?
The text highlights that consumers have the power to influence industry behavior by withholding support from brands that use harmful retouching practices, thereby creating a market demand for more authentic imagery.
- Quote paper
- Nick Birch (Author), 2011, The use of air-brushed models in advertisements, Munich, GRIN Verlag, https://www.grin.com/document/269680
