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 To such conclusion the American Medical Association (AMA). This organization has decided to take a tough stance on the use of photo retouching for advertising. In their opinion, the improbably thin models on the posters can create misperceptions among young people about the female figure.
Organization of American physicians has decided to make certain guidelines as to how far it can go retouching. Last week, these principles have been published. AMA announces the determination to confront the incorrect use of Photoshop and calls for the owners of fashion brands do not use touch-up, since such changes with the female figure can contribute to unrealistic expectations because of the inability to achieve retouched body proportions. This is especially true of impressionable children and adolescents, the impact on them retouched advertising primarily affects their psyche, doctors say.
AMA adopted a new policy that encourages advertising agencies if their work will meet the new demands.
The press immediately recall the most high-profile cases of retouching. For example, a poster in 2009 the brand Ralph Lauren, where the waistline models even less than the circumference of the head - this does not happen in the anatomy, the experts insisted. Guide Ralph Lauren then had to apologize for the poor-quality example of retouching.
Or the last example from the past year - a model in advertising Ann Taylor with unclear what had happened to the chest.
One of the first uses of Photoshop, which angered the public - it's too "emaciated" in 2005. Kate Winslet.
Author: Julia Gnedina
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