Photoshopping in advertisements and its effect on body image

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Southern New Hampshire University
Does Photoshop and the alteration of body images affect the self-esteem and purchasing habits of customers? This is an essential question regarding morals and ethics in advertising that this study attempts to address. The purpose of the study was to discover what techniques marketers use and how they affect consumers. We are looking into the Aerie Real Campaign which is ignoring the use of Photoshop to market “real” models and products to their target customers. “The goal, said Dana Seguin, the director of marketing for aerie, is to help shoppers see what the clothing might look like on them -- even if they don’t look like a typical lingerie model” (p1). This campaign is focusing more on the positive light of the average body and not the manipulated version that is unrealistic. “A woman’s body image is an important source of her self-esteem. Approximately 50% of girls and young women report being dissatisfied with their bodies. According to the American Psychological Association these dissatisfactory feelings can play a major role in the development of low self-esteem, depression, eating disorders such as bulimia”. This affirms that the study we are focusing on is very specific and definitely has an effect on consumers and retail organizations.(Author abstract)