Unethical Use of Photoshop in Media

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Project "Unethical Use of Photoshop in Media" for UCLA Extension - Ethics in Marketing & Advertising Spring 2014 (Instructor: Jennifer Beever).

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  • Source: Payscale.com
    http://www.payscale.com/career-news/2013/05/good-looks-lead-to-higher-paychecks-infographic-
  • Source: LocateADoc.com
    http://www.locateadoc.com/article/cosmetic-surgery-cost-infographic
  • Outcome
  • Source:
    http://www.beautyredefined.net/photoshopping-altering-images-and-our-minds/
  • Unethical Use of Photoshop in Media

    1. 1. (Un)ethical Use of Photoshop in Media Group 6 Claudia Ciuffo Jennifer Quan Lisandra Maioli Marina Kuzina FNU Sudha Priyadarshini UCLA Extension - June 19, 2014
    2. 2. https://www.youtube.com/watch?v=lUF2zbgBXwE Standard Of Beauty & Photoshop | Model Before and After
    3. 3. https://www.youtube.com/watch?v=JR7ruMLe-ZU Body Image & The Media - Stop Photoshop
    4. 4. Launched in 1990 by Adobe  500,000 Photoshop CS6 beta (launched in 2012) had downloads in the first week Google search  “photoshop” - About 156,000,000 results  “photoshop used by media” - About 88,900,000 results Linkedin search  “photosho” - 7,955 results Social Media Channels  YouTube: +217K subscribers  Twitter: +687K followers  Facebook: +6MM likes Photoshop
    5. 5. Megan Orsi, Sr. Lead Web Designer from Pittsburgh, Pennsylvania
    6. 6. “The average woman sees 400 to 600 [of these Photoshopped] advertisements per day, and by the time she is 17 years old, she has received over 250,000 commercial messages through the media.” 'America's Mental Channel http://www.examiner.com/article/bent-on-body-image-the-media-mirrors-and-photos-versus-photoshop Photoshop and Media
    7. 7. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    8. 8. BP1: Ethical Marketing puts people first
    9. 9. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    10. 10. Target’s Swimsuit The movie King Arthur promotional poster
    11. 11. BP2: Ethical Marketers must achieve a behavioral standard above the law
    12. 12. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    13. 13.  The Self-Esteem Act  Media and Public Health Act (MPHA) co-sponsored by NEDA  Truth in Advertising Act of 2014 (Anti-Photoshop Act)  Self regulation from National Advertising Division (a part of the Better Business Bureau) Governmental and Legal Interventions
    14. 14. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action
    15. 15. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    16. 16. Why are we so Obsessed  Social Pressure  Idolizing Stars  Barbie Dolls inculcate this idea of beauty right from childhood  Golden standards of beauty are set by runway models in Paris, New York and Milan
    17. 17. Good looks lead to higher paychecks
    18. 18. Some Examples News Anchor airbrushed, Looked nothing like herself Ann Taylor recent Ad
    19. 19. Some Examples
    20. 20. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees
    21. 21. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    22. 22. Legalist?  Lack of adequate laws does not put any legal liabilities on marketers Moral Strivers?  Direct impact on viewers but they prefer to laugh all the way to their banks Relativistic Marketers?  Everyone is definitely doing it
    23. 23. BP5: Marketers should articulate and embrace a core set of ethical principles
    24. 24. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    25. 25. Dove Mission Statement “In a world in which girls are too often held back by low self-esteem and anxiety about their looks, Dove’s Social Mission is to help encourage girls to develop a positive relationship with beauty, helping to raise their self-esteem and thereby enabling them to realize their full potential.” http://www.unilever.com/brands-in-action/detail/Dove/292077/
    26. 26. “Real Beauty” (2004) “Evolution”, by Ogilvy & Mather (Toronto) 2005 “Evolution”, by Ogilvy & Mather (Toronto) 2006
    27. 27. https://www.youtube.com/watch?v=m0JF4QxPpvM “Thought Before Action”, by Ogilvy Toronto 2013
    28. 28. BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions
    29. 29. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    30. 30. Embrace the Stakeholder Concept 130,502 plastic surgery procedures done for teenagers under the age of 18 in the USA (ASAPS)
    31. 31. Celebrities
    32. 32. Partners “I’m not blaming anybody, or criticizing art directors. … It’s an entire culture, the entire industry. If I could find some clever way of getting [marketers] to think differently, I would do that too. … Hopefully, all that Dove has done for years is sparked debate for clients and advertising agencies.” – Linda Carte, vice president and associate creative director at BBDO Toronto
    33. 33. http://www.youtube.com/watch?v=818if1bkCdo Facebook campaign called “ad makeover” is criticizing the weight-loss ads that are prevalent on the social network Media
    34. 34. BP7: Organizations should delineate an ethical decision making protocol
    35. 35. BP3: Marketers are responsible for whatever they intend as a means or end with a marketing action BP7: Organizations should delineate an ethical decision making protocol BP2: Ethical Marketers must achieve a behavioral standard above the law Basic Perspectives for Evaluating and Improving Marketing Ethics BP6: Adoption of a stakeholder orientation is essential to ethical marketing decisions. BP4: Organizations should cultivate better and higher moral imagination in their managers and employees BP1: Ethical Marketing puts people first BP5: Marketers should articulate and embrace a core set of ethical principles
    36. 36. “Keep girls’ body sizes or face shapes unaltered and celebrate every kind of beauty.” In 2012, Julia Bluhm, 14 years old, organized a Petition asking Seventeen Magazine to print one unaltered photo in its magazine each month. Over 84,000 Teenagers signed the petition:
    37. 37. Seventeen Magazine’s Protocol The letter by Ann Shoket, Seventeen’s editor in chief, about the magazine’s Body Peace Treaty, signed by all the reporters of Seventeen, which says it won’t “change girls’ body or face shapes” and also promises more transparency.
    38. 38. Next steps
    39. 39. References
    40. 40. References • No Author. “Eat Disorder Statistics.” National Association of Anorexia Nervosa and Associated Disorders, June 16, 2014. • Matlins, Seth. “Why Beauty Ads Should Be Legislated.” Huffington Post, June 16, 2014. http://www.huffingtonpost.com/seth-matlins/post_2329_b_932086.html • No Author. “National Eating Disorders Association Joins Off Our Chests In Battle to Launch Media Public Health Act.” National Eating Disorders Association, June 16, 2014. http://www.nationaleatingdisorders.org/press-room/press-releases/2012-press- releases/national-eating-disorders-association-joins-our-chests-battle-launch-media-and- public-health-act • Bahadur, Nina. “Dove ‘Real Beauty’ Campaign Turns 10: How A Brand Tried to Change The Conversation About Real Beauty.” Huffington Post, June 16, 2014. http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns- 10_n_4575940.html
    41. 41. References • Zara, Christopher. “Truth In Advertising Gains Support, But Photoshop Regulation Is A Tall Order. International Business Times, June 16, 2014. <http://www.ibtimes.com/truth- advertising-gains-support-photoshop-regulation-tall-order-1602702 • Little, Lyneka. “Proctor & Gamble Pulls Photoshopped Taylor Swift Mascara Ad.” ABC News, June 16, 2014. http://abcnews.go.com/blogs/business/2011/12/procter-gamble-pulls- photoshopped-taylor-swift-mascara-ad/ • No author. "Female Body Image". Visua.ly. June 16, 2014. http://visual.ly/female-body-image • No author. "The Image of Perfection". Mya. June 16, 2014. http://www.mya.co.uk/the-perfect- body
    42. 42. References • EcowoldReactor. "Standard Of Beauty & Photoshop | Model Before and After". YouTube. June 16, 2014. <https://www.youtube.com/watch?v=lUF2zbgBXwE> • NDFmedia. "celebrities Before and After Photoshop". YouTube. June 16, 2014. <https://www.youtube.com/watch?v=mamamIeBmek> • Herzing, Sam. "Legislating Beauty: Comparative Regulations of Photoshop Use". PDF Presentation. May 1, 2013.<http://www.samherzing.com/uploads/1/9/6/1/19619993/legislatingbeauty.pdf> • Zapata, Kimberly. "Bent on body image: The media, mirrors, and photos versus Photoshop". Examiner. June 16, 2014. <http://www.examiner.com/article/bent-on-body-image-the-media- mirrors-and-photos-versus-photoshop >
    43. 43. Referencies • Botelho, Greg. "Seventeen magazine vows not to alter images, to 'celebrate every kind of beauty'". CNN US. June 16, 2014. <http://www.cnn.com/2012/07/05/us/seventeen- photoshopping/ > • Cowles, Charlote. "Seventeen Magazine Makes ‘Body Peace Treaty’". The Cut. NY Mag. June 16, 2014. <http://nymag.com/thecut/2012/07/seventeen-magazine-makes-body-peace- treaty.html> • No author. "Adobe Photoshop CS6 Statistics | Video". Zinx. June 16, 2014. <http://thezinx.com/web/adobe-photoshop-statistics-video/> • No author. "Adobe Photoshop". Wikipedia. June 16, 2014. <http://en.wikipedia.org/wiki/Adobe_Photoshop> • Born Squishy. “Dove: Onslaught.” YouTube, June 16, 2014. https://www.youtube.com/watch?v=9zKfF40jeCA
    44. 44. More Referencies • President of the World. “Body Evolution.” YouTube, June 16, 2014. < https://www.youtube.com/watch?v=17j5QzF3kqE#t=47 > • Bre. “Dove’s New Ad Campaign: Photoshop Trick or Reality Treat.” Birchbox on Tumblr, June 16, 2014. <http://blog.birchbox.com/post/44746410062/doves-new-ad-campaign- photoshop-trick-or-reality • No author. "Dove’s Real Beauty Campaign Sabotages Photoshop". Ryot. June 16, 2014. < http://www.ryot.org/dove-is-being-tricky-again/289197> • Souppouris, Aaron. “Dove releases rogue Photoshop action that undoes 'real beauty' manipulations.> The Verge, June 16, 2014. < http://www.theverge.com/2013/3/6/4070254/dove-real-beauty-campaign-photoshop- beautify-action-scam
    45. 45. More Referencies • Luong, Cindy. “Dove Campaign for Real Beaty.” Slideshare, June 16, 2014. <http://www.slideshare.net/cluong4/dove-campaign-for-real-beauty-10258287 > • Nudd, Tim. “Ogilvy's Photoshop hacktivism is clever but questionable for a brand built on honesty” Adweek, June 16, 2014.< http://www.adweek.com/news/advertising-branding/ad-day-dove- 147846 > • Wasserman, Todd. “Dove’s ‘Beautify’ Photoshop Action Unairbrushes Images of Models.” Mashable, June 16, 2014. http://mashable.com/2013/03/06/dove-photoshop-action/ • Forster, Stefani. “Dove Canada’s Photoshop ‘Action’ Reverts Airbrushed, Edited Photos.” Huffington Post Canada, June 16, 2014. http://www.huffingtonpost.ca/2013/03/07/dove-canada-photoshop- hack_n_2828962.html
    46. 46. Some Interesting Links • Croffors, Andy. "The Darwinian Evolution of Photoshop ". Techking. June 16, 2014. <http://www.testking.com/techking/infographics/darwinian-evolution-photoshop/> • Anderson, Susan. "Ideal Body Measurements: Perfect Proportions". ienhance. June 16, 2014. <http://www.ienhance.com/articles/body/ideal-body-measurements-perfect-proportions- infographic> • No author. "These Infographics Of What Men And Women Think The Perfect Body Looks Like Are Vastly Different". Her.ie. June 16, 2014. <http://www.her.ie/life/pictures-these- infographics-of-what-men-and-women-think-the-perfect-body-looks-like-are-vastly- different/> • Born Squishy. “Dove: Onslaught.” YouTube, June 16, 2014. <https://www.youtube.com/watch?v=9zKfF40jeCA >
    47. 47. Unethical Use of Photoshop in Media Project for UCLA Extension Ethics in Marketing & Advertising Spring 2014 Instructor: Jennifer Beever - June 19, 2014

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