During the last year, there is probably not one photo or image that has not benefitted from a retouch before being published in the media. Photograph studios, magazines, newspapers, websites and advertising agencies use this program to “adorn” the details that the photo spontaneity do not have in spite of the lights and filters.
Meanwhile, models, actors and also politicians ask and demand that their campaigns or Book images look better: Welcome to the digital artifice that acts magically on the natural imperfections and contributes to the construction that stereotypes themselves!
In a first step the photography in question is scanned or uploaded to a computer and then you can “work” on the image on the computer screen and (avoiding the idea of underestimating the amount of hours the art directors works) you can begin the transformation: “Rub out those wrinkles, reduce the waist and the left buttock, rule out the hip and put a smooth and stiff skin” An intense work in order that the product gets finished, and the contemporary virtual act of putting and removing turn body parts in a fantastic beauty stereotype.
Mirror, mirror… Who is the most beautiful?
The pass of time on the body (and mostly the female one) is considered as a way of illness and deterioration. Unfortunately, this is the way of the market; big appearances to put nature against naturalness.

Before &
After Photoshop.
Allies or Enemy.
More than 80% of advertising images are touched. Normally, the concerned photographers and agencies are the ones who decide to manipulate it, but there are a lot of personalities that demand in advance that the Photoshop application is used. It’s clear that what models and celebrities most fear is to expose their bodies without tricks… and it is a one-way trip.

Changes in
the skin texture with PS.
The last straw
A few months ago, the design brand Ralph Lauren had to apologise for cuting (in an inacceptable extreme) the waist of a model. Before the fuss, the model Filippa Hamilton was to bid farewell to the campaign as she declared that the brand should give “a very big apology to all American women” because she considers that “a model should have a healthy look”.

Filippa
Hamilton for Ralph Lauren / Victim of the Photoshop
Golden opportunity
As marketing strategy, several magazines have taken advantage of this boom in their favour: The most sold magazine in Germany, “Brigitte”, replaced the Photoshop with real women. “We are going to show women with identity. To the 18-year-old students, to the boss, to the musician, to the football players”, said proudly of the initiative the editor in chief of the magazine Andreas Lebert.
Let’s applause for this initiative and especially for the model Lizzie Miller who came out naked and showing that a model is a person with wrinkles … and beautiful folds in the paunch.

Lizzie
Miller: "As I got older I realized that everyone's body is different and
not everyone is skinny naturally-me included!
Yin y Yan
In spite of the manipulation on model’s photos and the directl consequences on the ideal aesthetic of whom receives it, we cannot affirm whether Photoshop is a negative support in the digital age or not.
This software, and many others, also contributes with excellent technical options that allow professionals to optimize their work across the adjustment of brightness, focus, real colour and quality. Likewise, Photoshop has contributed many tools to the digital art in all it’s expressions.
The alarming thing appears when its use influences with a distort conception of reality, taking onto account the consequences as bulimia and anorexia.
The well known model Nieves Alvarez has given her opinion in the matter: “Now we are all relaxed very much with Photoshop, which is a very nice application inside of a few limits, but when they leave you, you look like a plastic doll”… its not ” The model of Madrid, who years ago has conquered the anorexia she also confesses: “…you have to have your life, your expressiveness … we are not porcelain dolls”
The French deputy Valèrie Boyer (that belongs to the same politic party of Sarkozy) invokes that the “retouched” photos transmit womens stereotypes that can provoke psychological problems or nourishing disorders, and has presented a project of law where the fines come to 37.500 Euros if you do not warn that the image has passed by Photoshop.

Photoshop
& politician / Nicolás Sarkozy, presindent of France.

Madonna. A
pop star with photoshop.
Sourced from Vanesa Hochwarter