Mini seism in the world of the image: a bill aiming at affixing a label “improved” on each photograph modified via a computer software could change the pace of the female magazines well. Without speaking about the impact of this last on the total visual landscape… The proposed text by the deputy UMP Valerie Boyer would indeed also apply to publicity, the photographs of art, visual of packaging, etc…
The quasi systematic use of Photoshop by the press and the salesmen of images is an open secret today. In 2009, everyone knows that Dior smoothes the little face of Sharon Stone copiously, that the silky hair of Laetitia Casta must more with data processing than with the signed extracts of royal jelly Elsève and than the supernatural contour of the approved legs Oenobiol does not have anything very real…
Blow, more nobody offusque owing to the fact that publicity fixes at the women of the unreal objectives, by mystifying them with blows of virtual gum and morphing of pixels. However, if this desire for smoothing to the extreme the guns of beauty touches full whip the world of the advertizing, that to say that of the mode? However, it is here that the things are corsent…
Because so on a side there is clearly misleading advertising, one finds other a true desire for playing with the artistic image of manner. Indeed, that is essential if Mert & Marcus modify their models via numerical brushes: their desire is not to retranscribe reality, but to much more work the photograph with the manner of a fabric. However, the situation is quite different when Mario Testino refines the silhouette of Jessica Alba liberally, making become the actress for thinner than it is it really…
The problem thus proves much more complex than it does not appear to with it, a law obviously not being able to treat same manner all the visual products. And if it is with a certain pleasure that one would see an avalanche of photo pastilles “improved” to invade ad space, one would much less appreciate to discover works of Annie Leibovitz or Steven Meisel parasitized by a plug “clear conscience governmental”.
Moreover, the bill reaches in vain still only the embryonic stage, the various reactions fuse already of all shares, proving at which point the subject is thorny.
Editor association of the magazine Wallpaper*, Tony Chambers declares thus that the photographs always “lied” and than they are to be taken with the proper perspective. On his side, Marc Ascoli – in load of the campaigns Chloé or Jil Sander – acknowledges that even if sometimes there are abuses (going until making unrecognizable a mannequin), one cannot enact a law on this subject, the designation of the happy medium between artistic final improvements and detrimental mystification with the mental health of the teenagers being able to be only completely arbitrary.
As for Katie Grand (editor association of the Love magazine, which recently made the buzz by stripping Beth Ditto on its cover), it asserts the right to clarify different personalities, beauties except standards, in order to promote the individual and not a false image of the body. She declares herself thus in favour of a moderate use of Photoshop, provided that this one serf art and not marketing.
In the other draftings, the opinions are also divided: set on trembling thighs and libidineux bellies, the tabloïds are for éradiquer completely the improved photographs, while the publications such as She would prefer to preserve their free will on the subject. Obviously, so that this law becomes viable, it will be necessary to moderate it in order not to pass from an excess to another…
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