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Digital Manipulation Essay

901 words - 4 pages

Digital Manipulation
- Jennifer Aniston Aveeno commercial

Advertising is as old as civilization and commerce. In Latin, advertise means "to turn toward.". The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Today, businesses beckon potential customers with attractive business signs, pamphlets, brochures, billboards, radio advertisements, TV communications, email advertisements and many other advertising tools.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Advertising has became a race, a race of passing information to customers in order to change their buying decisions. Because of that, it is difficult to keep the content of an advertisement true to the fact. Facts or benefits of a product are often exaggerated in modern advertisements. Brands create these new images of the product to expand the role of their actual service.
In order to win the race, brands sometimes exaggerate the result of their product to win more customers by using external tools or software. In the digital world everything can be done to a photo, and sometimes it changes the meaning of the image. In many areas of advertising (such as the fashion beauty world, health, fitness, diet pills, cosmetic products, hair products, etc) photos of super thin models with perfect skin and perfect hair make us wonder if the product they “used” really work. They make us believe these ‘miracle’ products can turn us into a barbie over night, and we are going to wake up the second day looking like the the model in the advertisement. “Fashion is fantasy,” “Readers understand this. It’s totally manipulated, with everything done for aesthetics.” readers’ expectations are the most important here. After all, no one opens Vogue with the expectation that they’re seeing Gisele Bundchen looking like she does when she wakes up, and the editors are confident that readers know the difference. The real question is: do we really know the difference? if we do, then what is the point of selling the cosmetic products other than showing off editors’ photoshop skills? Edited photos give readers the expectations of the ideal result that they originally imagined, and therein lies the problem.
The most recent Jennifer Aniston Aveeno commercial caught our eyes. Of...

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