THE ROLE OF IMAGE PHOTO SHOPPING IN ADVERTISEMENT
Abstract
The role of Photoshop usage on an image in an advertisement has slightly led to a deceptive communication. This paper looked at image photoshopping in advertisement and its effect. The purpose of the study was to conceptually examine the role of image photoshopping in advertisement and discussing key issues related to the usage of photoshop in advertisement also discussing that the manipulation of images is used to boost the ego of those who use it personally and perfect already beautiful images (models). This has caused unrealistic images and expectations are what is being perceived by consumers as deception or false advertisement. Therefore, this study examined the research areas and scholars’ opinions and contribution to Photoshop usage in advertisement. This study was backed up by the social comparison theory and objectification theory serving as the theoretical framework; opining that people like to think of themselves as objects for others to view and evaluate. This certainly gives the advertisers to use excessive manipulation in advertisement. It is concluded that rather than forbidding Photoshop, a better solution is to talk about unrealistic advertisements and promote positivity more realistic decision amongst advertisers. Moreover, photoshopped image gains more negative attention than regular and natural image shape, but regardless of certain freedom, it is to be exercised in advertisement, with room for artistic imagination and creation but not to be deceptive.
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