Framing The World Through My Photographs
Like Britney Spears has done with releasing un Photoshopped image against a photoshopped image, Debenhams have decided to do the same, using the tag line “We’ve not messed with natural beauty, this image is unairbrushed. What do you think?”
11 edits were made to this image above :
Debenhams creative director Mark Woods, speaks about this campaign , saying :
“Through this campaign, the company hopes to raise awareness of the negative impact that a digitally enhanced beauty can do to both men and women. Besides creating an unrealistic perception of female beauty, it also diminishes the self-esteem of women who obsessively make comparisons of themselves to models and celebrities, most of whose images have undergone the same processes in the editing room.
Will we see more natural beauty in future ad campaigns? Will more retailers follow suit in being more honest about digital manipulation?
Being humans, we are naturally attracted to objects of beauty, be they people or things and ad campaigns for years has been using images good-looking women and men to sell products and capture people’s attention. Until our perception of what constitutes perfect beauty — unusually smooth skin, no loose skin or fat in sight, very tiny waists, large breasts, etc — change, digital enhancements will still have an important role to play in the advertising industry.”