An overview of how Photo Retouching is used in Advertising and Marketing with professional sample by Frank Richo

1. Overview of Digital
Photo-Retouching
for Advertising
Photoshop Retouching by Frank Richo
Visit www.frankricho.com to see more
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2. You may already realize that celebrities
are retouched in Photoshop.
Nobody can look that good all the time!
(Britney Spears retouched for PepsiCo, International)

3. But even with lighting and make-up, after
the photo-shoot all model photography
for advertising gets retouched.
(Model retouched for Conair - Professional Division)

4. Model retouching involves fixing body
parts, skin, hair, eyes and teeth
not to mention clothing and more!
(Model retouched for Conair - Personal Care Division)

5. Sometimes a model's entire identity will
be changed for marketing purposes
(Photo composite for Tropicana)

6. Photoshop can also be used for special
effects not just to beautify models
(Roberto Carlos retouched for Gatorade / PepsiCo)

7. Two or more photos can be composited
to make improbable scenarios a "reality"
(David Beckham retouched for PepsiCo, International)

8. Photoshop can be a virtual photo studio
creating new scenes from existing photos
(Photo composite for Conair - Personal Care Division)

9. Nearly everything in this composite was
photographed separately then the lighting
and TV glow was added in Photoshop
(Photo composite for PepsiCo & Frito-Lay)

10. Sometimes multiple shots are needed
to capture different exposures or action
that can't be caught in one photograph
(Photo composite for Mountain Dew / PepsiCo)

11. Some ad layouts require compositing
photos and graphics for a stylized
look that doesn't try to look realistic
(Photo composite for Lipton)

12. Products are retouched to be appealing
This bottle needed filling and a new cap
(Photo retouching for Mirinda / PespiCo, International)

13. The packaging for products are
also retouched to enhance appeal
(Photo retouching for Aquafina / PepsiCo)

14. Not just celebrities & politicians get Photoshop
make-overs. Food & cookware, clothing &
cosmetics, cars & electronics...everything
marketers want you to buy is retouched!

15. Virtually every photo
you've seen in advertising
was enhanced or altered
Retouching and compositing did not start
with Photoshop. Before it was done with
film and camera techniques, using inks and
brushes, by cutting and pasting, etc.

16. I hope you enjoyed this
slideshow and like my
"Photoshopped" images
I also do photography and video, graphic
design, web design, AV presentations
interactive multimedia and tech-writing
Visit my website: www.frankricho.com