"Art directors and designers don't work in silos … there is a discussion as to what needs to be done to the image. In 2008, researchers at the University of Wisconsin-Madison found that women who saw images of very thin actresses and models experienced a negative effect on their body image.Ĭiting evidence that skewed beauty images can promote eating disorders, Israel passed a law last year prohibiting advertisers from using models with a body mass index of 18.5 or less, and requiring a disclosure in ads where models had been Photoshopped to look thinner. Many of us like to think that we're smart enough not to be reduced to shivering masses of insecurity simply because we see a David's Bridal ad in which the model's waist is magically smaller than her head. It's just who they aimed at to generate buzz and try to get more of a general response." "Anybody who is one of those guys knows that we're not the ones pushing for that. "It's a good message, but it seems mis-targeted," said Dan Strasser, an art director and associate creative director at Bensimon Byrne in Toronto. It has also raised some eyebrows for its claim that art directors, graphic designers and photo retouchers are the ones who are "responsible for manipulating our perceptions." But it raises the opportunity for a discussion – just where does the demand for photo retouching come from? The video has since racked up just over 800,000 views on YouTube – a relatively strong showing. The trick? When a user clicked the button to use the tool, instead of brightening skin it reverted all the changes in the image to its original. It then promoted the tool on websites such as online forum Reddit, offering it for free download. In its " Thought Before Action" video, Ogilvy chronicled how it created a Photoshop tool called "Beautify," which claimed to give a skin glow effect to models in photographs. On International Women's Day earlier this month, Ogilvy Toronto once again turned to criticizing Photoshop in an online campaign – and targeted colleagues in the advertising and design industry in the process.
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