In-Depth Notes on Fashion Advertisement Retouching

Introduction

• Discussion on the impact of fashion advertisement retouching.
• Emphasis on the psychological effects and societal standards imposed through altered images in advertisements.

The Role of Photoshop in Advertising

• Definition of Photoshopping: Digital editing used to enhance or alter photographs, making models appear flawless.
• Examples:
  • Ads featuring Sarah Jessica Parker and Christina Hendricks show unrealistic portrayals of beauty.
  • Instances where edited images result in absurd physical appearances (e.g., Filippa Hamilton).

Controversies Surrounding Retouching

• The responses from brands over excessive photoshop, e.g., Ann Taylor’s tweets acknowledging their overzealous use.
• Health Implications: Links between retouched images and high rates of eating disorders among youth, particularly women.
• Statistics highlight that:
  • Nearly 10 million women in the U.S. suffer from eating disorders.
  • 40% of newly diagnosed cases are teenage girls.
  • 80% of women report dissatisfaction with their appearance.

International Legislative Responses

• Activism in countries like France and the UK advocating for legislation mandating disclosure on retouched images.
• France proposes legislation requiring warning labels stating "Photograph retouched to modify the physical appearance of a person."
• Similar proposals in Brazil and the UK aim to promote awareness of retouched imagery.

The U.S. Perspective on Regulation of Commercial Speech

• The First Amendment grants commercial speech protections, complicating regulation efforts.
• The Central Hudson Test (447 U.S. 557) assesses commercial speech regulations:
  1. Is the speech lawful and not misleading?
  2. Does the government have a substantial interest?
  3. Does the regulation directly advance that interest?
  4. Is the regulation more extensive than necessary?

Application of the Central Hudson Test

1. Deceptive or Misleading Speech: Many ads could be considered misleading due to the unrealistic ideals they convey.
2. Government’s Substantial Interest: E.g., protecting young women from unhealthy body images as a response to widespread health issues.
3. Direct Advancement: Regulatory methods such as warning labels can help mitigate the negative effects of exposure to altered imagery.
4. Narrow Tailoring: A warning system is a balanced approach; it does not restrict speech entirely but raises awareness of deceptive imagery.

Conclusion

• Advertising profoundly impacts societal views on beauty standards.
• The push for regulations is based not only on health concerns but also on the right to informed decision-making in consumer behavior.
• There is potential for the U.S. to implement similar warning labels as seen in various countries, provided it meets constitutional requirements under the Central Hudson Test.