Boeiend en belangrijk. In Engeland is een vrouwelijke parlementariër ten strijde getrokken tegen het fotoshoppen in advertenties, waardoor modellen worden verjongd, verfraaid of allebei tegelijk. En Jo Swinson van de Liberal Democrat-oppositie partij heeft succes behoekt. Dankzij haar klachten, geruggesteund door meer dan 700 ”gewone” klagers, is bijgaande magazine advertentie van het (voormalige top)model Twiggy (1949) van Procter & Gamble-merk Olay verboden door de Britse reclamewaakhond ASA (zie hun aankondiging hier). Zo meldt The Guardian. Twiggy promoot erin de Olay Definity eye illuminator met de woorden : ”Olay is my secret to brighter-looking eyes.” En: “Because younger-looking eyes never go out of fashion … reduces the look of wrinkles and dark circles for brighter, younger-looking eyes.” Een neppert, dus, want de foto van Twiggy is gemanipuleerd met de computer, gefotoshopt in het jargon. Niet alleen rond d
e ogen, vermoed ik. De ASA -zie details in overlees- noemt dat niet alleen ”misleidend,” maar ook ”sociaal onverantwoordelijk” vanwege het ”negatieve effect op de perceptie van het lichaamsbeeld dat kan ontstaan bij de doelgroep van de uiting.” De advertentie met Twiggy is inmiddels vervangen, zonder computergerommel rond haar ogen (die heb ik helaas niet kunnen vinden). Met dank aan twitteraar AJT.Meer onvertaalde citaten uit het verhaal in The Guardian:
”In its ruling, the ASA said that it considered that the post-production retouching of the original ad, specifically in the eye area, could give consumers a “misleading impression of the effect the product could achieve”.
A combination of the retouching and the language of the ad was likely to mislead consumers, it ruled.
However, the ASA rejected the complaints that the ad was socially irresponsible, saying: “We considered that consumers were likely to expect a degree of glamour in images for beauty products and would therefore expect Twiggy to have been professionally styled and made-up for the photo shoot, and to have been photographed professionally.
“We concluded that, in the context of an ad that featured a mature model likely to appeal to women of an older age group, the image was unlikely to have a negative impact on perceptions of body image among the target audience and was not socially irresponsible.”
P&G said that there would “always be differences between uncomplimentary paparazzi shots and professional beauty photographs”.
The company argued that an article in a national newspaper, which featured Twiggy “off-duty” in the Olay ad, may have prompted the complaints.
P&G added that it was “routine practice to use post-production techniques to correct for lighting and other minor photographic deficiencies before publishing the final shots as part of an advertising campaign”.
The company said that there had been some “minor retouching” around Twiggy’s eyes, which was inconsistent with its own policies; this had already prompted it to withdraw the original ad and replace with one in which there was no post-production work around the eyes.”
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