Jul 28, 2011 Comerciales No comments
Advertising production has a male gaze. The advertising world has it too: art directors, illustrators, “retouchers” ; photographers and the film industry, all are dominated by this gaze. Women are reduced to objects. And women working inside the industry respond to the same patterns.
The photoshop produce distortions; lies and abuses. It reduces models’ bodies to unreal sizes, weakening legs, waist, hips, arms, etc. offering unreal "models".
Real women do not like it. They would like to see real models of different ages, sizes and aspects.
We accept the photoshop use when necessary, to improve a detail. But not the abuse. Advertising is not lying, advertising is to make things plausible.