Project "Unethical Use of Photoshop in Media" for UCLA Extension - Ethics in Marketing & Advertising Spring 2014 (Instructor: Jennifer Beever).
Check our Facebook page out: https://www.facebook.com/PhotoshopWasUsed
Foundation document for the Interactive Workshop held during TalentNet Interactive at SXSW in Austin, March 2013. Participants used the 24 Hour Fitness program as a working "case study" to learn how to improve social recruiting & employer branding through:
1) Messaging
2) Social Platforms
3) Sourcing
Over the course of 4.5 hours, 24 Hour Fitness received marketing research suggestions for the improvement of their Social Recruiting program by nearly 100 practitioners & industry leaders. Participants received not only the same suggestions, but templates of the audit documents & step-by-step instructions on how to build the business case for program improvement to take back to their own organizations.
This was the first of what will be an ongoing workshop offered for organizations looking to improve their programs & conferences that want to offer hands-on, cutting edge material to their attendees. For more information, please contact crystal@brandedstrategies.com
Foundation document for the Interactive Workshop held during TalentNet Interactive at SXSW in Austin, March 2013. Participants used the 24 Hour Fitness program as a working "case study" to learn how to improve social recruiting & employer branding through:
1) Messaging
2) Social Platforms
3) Sourcing
Over the course of 4.5 hours, 24 Hour Fitness received marketing research suggestions for the improvement of their Social Recruiting program by nearly 100 practitioners & industry leaders. Participants received not only the same suggestions, but templates of the audit documents & step-by-step instructions on how to build the business case for program improvement to take back to their own organizations.
This was the first of what will be an ongoing workshop offered for organizations looking to improve their programs & conferences that want to offer hands-on, cutting edge material to their attendees. For more information, please contact crystal@brandedstrategies.com
Prezentacji pokaże jak API podnosi wartość usługi, która je udostępnia a często jest niezbędne do jego istnienia, zwłaszcza w e-commerce. Zobaczymy też jak można wykorzystać API do rozwijania i tworzenia własnych produktów. Przemek udowodni że API nie jest takie straszne jak je malują :)
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Prezentacji pokaże jak API podnosi wartość usługi, która je udostępnia a często jest niezbędne do jego istnienia, zwłaszcza w e-commerce. Zobaczymy też jak można wykorzystać API do rozwijania i tworzenia własnych produktów. Przemek udowodni że API nie jest takie straszne jak je malują :)
Nazwa domeny internetowej, będąca nazwą firmy lub produktu, ma kluczowe znaczenie w e-biznesie. Od strony technicznej łatwo ją zarejestrować, jednak wiele wysiłku należy włożyć aby ją odzyskać lub obronić się przed jej przejęciem. Nie można zapomnieć także o tym, że nazwa domeny funkcjonuje obok innych form zabezpieczenia nazw, współtworząc szerszy system prawnej ochrony. Rafał opowie o procedurach w zakresie sporów domenowych oraz o innych formach prawnych zabezpieczenia nazwy firmy i produktu w e-biznesie.
The significance of brand and how to research it, drawing on the experiences of two national charities and nfpSynergy’s experience in tracking charity brands over time.
Physical activity is an essential component of a healthy lifestyle. It helps control weight, builds lean muscle, reduces fat, promotes strong bone, muscle and joint development, and decreases the risk of obesity. Adult people need 4-5 hours with moderate to vigorous physical activity per week to improve they fit and maintain it further. The problem is that with every year more and more people start working in offices what usually is connected with spending a lot of working time in a sitting position that causes a lack of physical activity and has a harmful effect on their health. This campaign is encouraged to decide a problem of a ‘sitting life style’ among office workers and to create for them possibilities for amazing and bright spending their leisure time on weekend with benefits to their health and physical fit.
Cause Marketing: Find New Ways to Fully Embed CSR Initiative into your Brand ...Simba Events
CSR Leadership World 2014 committee, Simba Events, concentrates to bring the whole system from global network to review and exam CSR issues with 360 angle to discover the earnest ways toward a sustainable economy future!
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It tells about the Marketing Ethics, why and how company follow the ethics in marketing. It is well concluded and you get much knowledge by this presentation.
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This presentation at the World Social Marketing Conference presents a rationale for expanding the scope of social marketing to change markets through policy change to improve health. The original community-based prevention model has been re-imagined as a process to guide community coalitions in the selection and marketing of policy options. The presentation highlights the basics of this approach, and describes its implementation in Lousiville, KY by a coalition tackling childhood obesity. What began as an idea to focus on schools became a much larger environmental and policy initiative as the coalition used the revised CBPM process to arrive at innovative approaches for addressing food deserts and dual use of school facilities.
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Unethical Use of Photoshop in Media
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
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. Megan Orsi, Sr. Lead Web Designer from Pittsburgh, Pennsylvania
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. 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
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
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. 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
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. 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
22. 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
23. 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
25. 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
26.
27. 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/
30. BP6: Adoption of a
stakeholder orientation
is essential to ethical
marketing decisions
31. 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
34. 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
37. 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
38. “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:
39. 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.
43. 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
44. 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
45. 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 >
46. 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
47. 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
48. 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
49. 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 >
50. Unethical Use of
Photoshop in Media
Project for UCLA Extension
Ethics in Marketing & Advertising
Spring 2014
Instructor: Jennifer Beever
- June 19, 2014