CAN YOU SPOT THE DIFFERENCE??

I had intended to blog about something entirely different today, but while researching the topic I came across something that disturbed me so much I had to rant about it. Take a close look at the picture above. What strikes you about it? You might notice that all the girls look similar. You may notice that they are similar in shape and that their poses are very alike. But look very, very closely.  You will realize that in fact their bodies are all EXACTLY same. This is an H&M ad campaign. Each of these girl’s faces has been pasted onto an identical body. This alone would be disturbing. But there is more. This is not just the usual photoshopping that is commonplace today in advertising. The body that you see does not belong to a real woman. It is a computer generated image.  According to a Swedish press spokesman for the company, photographers “take pictures of the clothes on a doll that stands in the shop, and then create the human appearance with a program on a computer.”  The company feels that by doing this, the focus is kept on the clothes and not on the models.  H&M’s US spokesperson Nicole Christie said “This technique can be found in use throughout the industry. This is not to be seen as conveying a specific ideal or body type, but merely a technique to show our garments. It is regrettable if we have led anyone to believe that the virtual mannequins should be real bodies. This is incorrect and has never been our intention.” These images are shown throughout their website and print ads. It is unclear how customers would be expected to believe they are anything but real women, except for the fact that they are absolutely flawless and their bodies are essentially humanly unattainable.

The controversy surrounding the altering of digital images in advertising is old news. Whether to sell clothes, to sell magazines, to promote music or to further an image it seems that beauty is essential and that the reality is never as good as the fantasy that can be generated with a few strokes of the keyboard. The computer can do as little as fix a blemish or a shadow or completely change a woman’s body. In 2009 Ralph Lauren released an ad featuring model Philippa Hamilton which was altered to the extent that her waist was smaller than her head. She looked so out of proportion that it drew outrage and mockery from several media outlets and blogs. In fact, the real model was a healthy and normal looking young woman. She was subsequently fired from the brand, she claims for being too “fat”. Below is this example as well as other notable examples of digital alterations.

Phillippa Hamilton photoshopped (left) and natural (right)

Katie Couric

Jessica Alba

There does seem to be some hope on the horizon, as people seem to be speaking out about this type of media deception. As discussed in my last entry, certain countries are establishing or trying to establish guidelines which would require advertisers to disclose when images have been photoshopped or altered.  It seems magazines may be listening too. Glamour magazine recently polled its readers and found that 60 percent don’t want ads to mislead them, and that  78 percent were opposed to slimming a body to look even five pounds lighter. As a result , the magazine has decided to limit it’s retouching. It has vowed “A pimple or wrinkle may be removed, but making a celebrity impossibly thin or otherwise altering the face or physique of its models will no longer be tolerated at Glamour, even if the celebrity asks for it.” Bravo. Now maybe if magazines start hiring models that are the size of normal women, we might get somewhere.

 

 

 

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One Response to “CAN YOU SPOT THE DIFFERENCE??”

  1. KK Says:

    that Swedish press spokesman was lying! That’s actually my body…

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