One of the most popular advertisements shown on TV, billboards or magazines is for make-up. Many of these make-up ads are for foundation where the models are portrayed as having beautiful, young, healthy and flawless faces. Along with the photos are things such as, “Skin looks 5 years younger in 4 weeks” or “lashes 2X more volume”. In reality many of these advertisements have been edited and have had post- production Photoshop. In July, the United Kingdom’s Advertising Standards Authority banned two L’Oreal print ads that featured airbrushed models. The cosmetic firm admitted to promoting an "anti-ageing" foundation that had been altered to "lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows". “Pictures of flawless skin and super-slim bodies are all around, but they don’t reflect reality,” said Jo Swinson, a lawmaker who brought the complaint. “With one in four people feeling depressed about their body, it’s time to consider how these idealized images are distorting our idea of beauty.” Not only does the consumer get tricked into buying a product that could look completely different then what is advertised, but women around the world are being tricked into believing that that is what they should look like.
Do something.org. (n.d.). Retrieved from http://www.bbc.co.uk/news/uk-14304802
Gibson, Meghan. "times." U.K, bans two retouched makeup ads for being misleading. TIme Inc., 7/28. Web. 13 Feb 2012. <http://newsfeed.time.com/2011/07/28/u-k-bans-two-retouched-makeup-ads-for-being-misleading/>.