…if you had any to begin with.
So, Proctor & Gamble endured a wrist slap recently with their Olay Definity Eye Illuminator advert catching the attention of the Advertising Standards Agency in the UK.
The advert features the iconic Twiggy, now in her 60s…
It contained a testimonial from Twiggy stating: “Olay is my secret to brighter-looking eyes”.
Proctor & Gamble had already withdrawn the ad before it came under scrutiny, stating that they’d reviewed the post-production techniques that had been used in the creation of the ad and had found the “minor retouching” around the model’s eyes to be inconsistent with their policies which led them to replace the original ad.
I do hope the digital artist got bitch slapped by P&G, I mean seriously… that’s not even good retouching. If you’re gonna exagerrate the effectiveness of your product, fine… but at least stay within some realms of reality.
Olay Definity’s latest Anti-Aging Night Cream Ad…
Wait! There’s too much character in that face, back to the graphics tablet retoucher man and erase those wrinkles, pores… infact, remove all skin texture completely while you’re at it! *whip crack*
On the whole, I don’t have a problem with digital retouching. I feel that I’m enlightened enough to appreciate that a retouched image represents a distorted reality and I don’t mind looking at idealised photographs appreciating society’s desire for aesthetics. I mean, let’s face it… Twiggy (as beautiful as she is) in her natural state is gonna sell as many eye-brightening products as I am diet pills – she’s 60 years old for chrissakes. I don’t feel conned by a little airbrushing… but where’s the god-damn subtlety gone?
Just because we’re all used to seeing these altered images, ain’t no reason for you to get all complacent about it Mr. Digital Artist…
Use it to make models/celebrities look their best, not to transform them into freakish parodies of the media’s eternal quest for unattainable cartoonish perfection.
Ahhh… the lovely Demi, looking younger than Leila.
Hahhhahahaa! Dude, Digital Retouching for Dummies… a book with your name on it.
As an advertising tool, I dig it… but 2009 saw it getting kinda out of control and almost self-referential in it’s absurdness.
What are your thoughts on airbrushing? Against it? A necessary evil?