Another edit on Photoshop...

This edit is very similar to the previous, however I have included more eyeballs. I wanted to use more to reinforce the amount of people who view these advertising campaigns and how it can effect them. The effect is emphasised upon through the veins in the eyeballs and also the lazer which is showing the eyes gaze towards the skincare ad. I wanted to use skincare ads in particular because of the way these ads above others use retouching to exaggerate the strength of the public and therefore manipulating its audience. 

This is an image of Peter Kennards', this image of his links to mine because of the boldness f the images he represents. The black background makes anything on top really stand out and attract viewers. 

http://womeninads.weebly.com/history.html

I have recently found this online article which talks about the changing images of women and beauty. I found the article ran well with what I want to achieve in my recent edits. Here are some bits of information I found useful...

SEXISM IN ADVERTISING

"Ads in the 1950s most commonly advertised wives being completely controlled and influenced by their husbands, feminine products to help impress their husbands, cleaning products, and endless cooking and references to the benefits of staying in the kitchen."

The actions of the women and how the men in these advertising campaigns around the 50's shows how women used to be used as domestic objects. This is a different kind of manipulation that I'm looking into. My edits look at how the editors of magazines retouch the faces of these women to create a "perfect beauty", whereas at this time the women were physically manipulated to be only for domestic needs. Now women have a lot more power and social worth. 

TRANSFORMATION OF BEAUTY

"Society’s interpretation of beauty has significantly changed over time and will always continue to change"

Women are not coming up with these beauty and style decisions on their own, however. The media and advertising plays a huge role in influencing what women view as “beautiful”. Flooding women’s brains with the tan, tall, slender bodies of modern models is a tactic the media uses to keep society up with the times. If a certain image is repeated enough through television, printed ads, movies, commercials, billboards, etc., society will accept this image as the norm and copy it (Alice, 2010). In conclusion, as society transforms and changes over time, our image of beauty will subsequently continue to change as well. 

Photoshop experiments

Having done cut and stick experiments last week, this week I have had to do some experiments on Photoshop. Having just done an edit which turned the faces of women from advertising campaigns and turned them to masks hanging from a camera, I wanted to try some other ideas. In the next edits I have used my initial idea of using an eye to get a viewers point of view looking at the women of advertising campaigns.

This was a quick edit I did. I wanted to do a Photoshop version of one of the cut and stick experiments I did. I don't think the placement of the camera however makes much sense. I have used the lasso tool to cut triangular like shapes out of the skin to emphasise the model is loosing her identity through how the photographer has manipulated her look. I won't be using this idea further, particularly because of where the camera is (in her eye). It doesn't bring the message I want to give through.

In the following edits I wanted to bring across the idea of how the viewer is manipulated by the way editors change the look of these girls to the "perfect" look. I will now explain why I have chosen to use the individual parts of the edit and talk about the overall  message it brings across. I have used an advertising campaign that had quite a lot of controversy. This was because of the way the editor lightened the skin of Beyonce. Below is the change that was made. 

They probably changed her skin colour to make the ads product appeal to more people, however this takes the identity away from the celebrity. 

I used an eye ball in the edit from Google, which contains light vein lines. I wanted this certain image becuase I wanted to bring across the idea that viewing these adverts has a dramatic effect on how we view ourselves. The eyes also bring a sense of intensity when looking at the ad featured. The laser brings across the destructive nature to women's perceptions when looking at these kind of advertisements and the manipulation they bring. 

I have also included a microchip, to bring across the idea their perception on beauty is controlled. This is a rather rough edit, the lasers selection needs working on. I think there also needs to be something in the background, not fully white. 

This is the same edit however becuase I wanted something in the background, I wanted to add some text. The text includes statistics of product surveys for loreal and also statements of intent as to what the products outcome is such as "smooth skin". I wanted to include these pieces of texts as they are quite often controversial. Often statistics are used but are very small, because they are sometimes not as flattering as the advert makes out, but it is within the viewers right to see them. 

In these next edits I wanted to use a black background to make them rather bold. 

In this edit I wanted the advertising campaign to be in the ball of the eye, to get the idea that the eye is viewing it. I have used a barcode to show the eye is becoming a cyborg by looking at this advert, as if their identity has just become a number, becuase of the bad effect these ads have on our perception of beauty. I ave included quotes and statistics once again to show how these adverts use persuasion in both their words and images, and sometimes they might be exaggerated for this use. I don't think this edit brings over to much of a distopian view which I was going for. 

In these two edits I wanted to combine the successful parts of the previous ones. I have used a laser because of the destructive nature when looking at these types of adverts. The edits are a little pixelated so when I work towards a final composite I need to make sure I select Google images carefully, so they don't pixelate. Pixelation would make the impact of my message become overlooked. 

Photoshop: Altering Image and Our Minds

http://www.beautyredefined.net/photoshopping-altering-images-and-our-minds/

I recently read this on-line article on Photoshop changing our perception of beauty.

"Everyone talks a lot about the fact that so many images of women are perfected with the help of technology, but do we really understand how serious this issue is?"

"Unhuman and unrealistic ideals that we view over and over again."

It notes that the perception of normal, beauty and healthy re changing because of the way these women look in advertisements and magazines. 

"Distorted idea of the abnormally thin."

The article includes many examples of magazines altering the way women/ celebrities look, here are a few...

"Same model, differing degrees of Photoshopping on REAL printed ads, Oct. 2009. Ralph Lauren responded: 'After further investigation, we have learned that we are responsible for the poor imaging and retouching that resulted in a very distorted image of a woman's body. We have addressed the problem and going forward will take every precaution to ensure that the caliber of our artwork represents our brand appropriately."

"Faith Hill retouched to oblivion on the July 2007 cover of Redbook"

The right arm of the original photograph has been hugely decreased in size. Her back has also been decreased in size almost to look flat along her dress line. Her complexion has also changed dramatically.

Kate Winslet slimmed beyond recognition on the Jan. '03 GQ cover

Kelly Clarkson before and after Photoshop, Self magazine, Sept. '09

Peer Demonstrations- Techniques I learnt

In this session I learnt how to use the content aware tool and the spot healing tool. Here is what I learnt and how I put it to practice...

The first technique I tried out is content aware to remove unwanted objects/ elements from the photograph. For this I chose a photograph I took in Manchester with many street lamps and objects on the ground I could move.

Original

For this content aware experiment I used the spot healing tool which can be found in the left tool box. I used the tool to paint over an area which I wanted to get rid of in this case a tree which was in the centre of image, I then let go and Photoshop solved the content aware. Below is the result. 

Spot healing tool used

Content Aware selected

Result for first removal

This is the final image after repeating the method to remove to lampposts, 1 building, people walking past the gate on the right and any object/ rubbish that I captured on the floor. The result is very good, but has a few grey smudges which I would have to go back and repeat to get rid of.

Peer demonstration in Photoshop workshop

In the workshop I couple of weeks ago we were told we had to prepare a maximum 15 minute presentation showing a relevant technique linking to compositing in Photoshop. I chose to show how to use the refine edge tool to improve selections, particularly for selecting hair.
For the tutorial I used the following two images, the landscape is my own image, and the model is from the internet.

I chose this particular model because her hair is lifted making it hard to select using a magic wand tool, for instance. 

First of all I opened the two images side by side in Photoshop. I then used the quick selection tool to select as  much of the models hair as I could (as you can see above).

I then used the arrow tool which can be found in the icon box to the left of Photoshop to drag over the selection I just made of the model and put it on top of the background landscape image. 

I then needed to make sure only the model was selected once again, this will allow the refine edge tool to be clicked on. 

This box will then pop up, showing details of the refine edge application. In the box where it says view mode I selected the black mode, as it easier for seeing the selections you are about to make. 

You then need to select smart radius and pull the slider to around 6. Then you need to click on the paint brush like icon which is the refine radius tool. Using this tool you need to paint over the colour you want to remove, this will be the colour surrounding the hair, in this case white/ blue. This will then subtract this from around the hair. 

At the end of using the refine radius brush, your image should look a bit like this, there is little sign of the white around the hair. 

After using the tool select decontaminate colours and change percentage to around 70, I also pull the slider down shift edge down a little. The final thing you need to do is make sure the output is on "New layer with mask layer" where it says output to and then click ok. 

Your model should now be on the landscape without any signs of her previous background colour. 

Photoshop edit week 4

In the previous post I talked about how I achieved applying shadows to the faces to look like masks. However the photo edit I included wasn't finished because of the lack of connection between the camera and the mask faces of women in advertising. So here is the edit where I applied this connection...

In the edit I contemplated putting electrical wires connecting the camera to the faces but I don't this would have held much impact. Instead here I have used barbed wire to connect the two elements. I chose to use this type of wire because of the bad connotations it withheld such as death and wariness. I wanted this bad connotation because of my distopian view on the use of women in advertising and how they are turned into the "perfect" image, turning into cyborg like dolls almost. I applied the wire to my edit by doing a careful selection of the barbed wire original image used the magic wand I then rescaled the wires to fit the connections I needed. 

I still need to think about backgrounds I could use for the edit as it this edit doesn't seem connected or photographic at the moment. 

I also need to try out other ideas I tried out in my cut and paste experiments in the next week. 

Photoshop workshop 3 21/2/12

In this session the main thing I did was start to experiment on my ideas in relation to Photoshop. However I did learn a few techniques which proved helpful in the sessions' experiments I undertook. The techniques looked at were-

• Warp tool
• Clone tool
• Shadows

The technique I found most interesting/ useful was being able to apply shadows. I wanted to apply this technique to make parts of women faces of skincare ads to look as if they are mask like, to do this I needed to make them look as if they were 3 dimensional and a shadow would do this. The reason behind wanting to make the faces look like masks was that when people wear masks they tend to be covered or disguised as another persona, when these women are in these adverts they are retouched into another persona showing a falseness. Here is what I did...

• I selected the area of the advertising model I wanted to turn into a mask, I did this through using the lasso tool, this tool created a rough selection therefore I would need to go back and tidy it up later.
• I created a new A3 sized image that I would put all of the composites onto, I didn't worry about a background at this stage because I just wanted to try some techniques out.
• I then copied the selection made earlier onto the new image using the command c/v short cut.
• To the mask like selection I added a layer mask so I could easily apply changes to the earlier selection using the paintbrush. So I made sure that the edges of selection were smooth as I could using this tool. 
• To produce the actual shadow I did the following-
• -Double clicked on the layer I wanted to add a shadow to (in this case the mask like selection from the advert)
• -I then selected the drop shadow option to the left of the box shown
• -I clicked onto the drop shadow label to make the amendments appear
• -I made sure the Blend Mode was on normal
• -I turned the Opacity to about 60%
• -The distance to about 30
• - The spread to around 5
• -And the size to around 90

I then continued to do these steps for three mask like selections. At the end of session here is what I managed to do, it isn't completed yet as there needs to be a background and the camera needs to be attached to the masks to apply the message of the camera/ photographer controlling how these women look/ are portrayed. 

Over the next week I will try out some edits on Photoshop. I want to still look at how women are being retouched to create a perfect look, especially looking at skin care adverts because of the smoothness created through manipulation to show a false representation of the product. I need to make sure the placement of objects such as the camera (if I decide to include it), is in a place where the message of this manipulation of women is being brought across.

Feedback 20/2/12

Yesterday I got feedback for the cut and paste experiments I have done below. It was recommended I look at editorial pieces that already exist to get an idea where images like this would go, it was also recommended I write a short article that would accompany these images, which will allow me to get more of an idea where to go with the experiments I need to do. I also talked shortly about the dolls of Hans Bellmer, I will look further into this because of the way the women in skincare ads are being turned into the perfect, a lot like dolls of today.

Some references were also mentioned which I will look at in the next week...

• Cornielier Hediger- who photographs different persona's
• Futurology- the science of looking into the future
• Dr Michio Kakn
• Linda Sterling
• Guardian

Week3 Cut and paste experiments

Research images for starting cut and pastes

I have recently come across these composites which show the different ways people has split parts of the body in edits, which I could adopt in my images somehow.

So this week I have been doing cut and paste composites... The standpoint for the pieces is that the camera / photographer manipulates the women in these ads and the viewers it targets by the way the retouch the photographs to make the women look almost "perfect". My view is distopian because of the way the campaigns use false advertising and retouching. I think the work would be editorial because of the distopian view held. 

In this composite I have used the parts of a women that the magazines use to "seduce" the viewers. I have used the studio lights because of the nature of being exposed in these campaigns. The parts such as lips are hung from a camera to emphasise the control the mechanism of the camera and photographer has. 

I wanted to take the idea of identity being lost in this edit, so therefore cut out parts of skin as if it is breaking away. I then placed make-up brushes where this breaking apart existed, to emphasise that this nature of retouching causes damage to the viewpoint of women and there confidence. I have placed a camera lens in the eye to emphasise the control of the camera, however I am unsure of the place of the camera. 

In this edit I wanted to emphasise the way these women become like cyborgs because of the way they  become "perfect" when photographers retouch there look and if we were all perfect we would all be the same. 

This is a drawing I have done responding to these cut and paste experiments on what I want to do in Photoshop, this then might spark some more ideas and edits. I want to use advertising campaigns, especially skin care ads because of the nature of perfect skin they try to achieve through retouching. I will cut the faces into mask like shapes, and find a way to get the faces looking more fake. I will then use the idea of the skin breaking off from the masks, to emphasis a loss of identity through the falseness of these campaigns. I want to use metal rods/ cables which will hang the masks down from maybe a camera, to give the impression of a puppet like state which these women get in. 

Article- Should Photos come with warning symbols?

http://ethicist.blogs.nytimes.com/2009/10/20/should-photos-come-with-warning-labels/

This article looks at a Ralph Lauren advert where a models waist line is very small, so small that it is smaller than her head. These kind of images promote a beauty which is completely false. The article gives arguments to why photos should state whether they have had such retouching, protecting its viewers from insecurity and false representation. The arguments included that the adverts result in women feeling insecure and men having expectations of what women should look like. Similar adverts all try to capture the perfect falsely.

Article on Photo manipulation= Bad Advertising

http://techlifepost.com/2009/02/13/photo-manipulation-false-advertising/

I recently had a look at this article found when I researched the idea of women in advertising being manipulated for persuasion purposes.The article talks about how no advertising campaign today goes without having some kind of retouching using Photoshop or other editing software. It also talks about how this is false advertising in the way that the product they are promoting isn't causing their "perfect" look. It also causes a lot of women to feel pressure on themselves to look this way. These advertising campaigns can give a false hope to viewers it targets.

The following image is featured on the article showing how a dove campaign has retouched a photo taken to gain the perfect skin look.

Martha Rosler

Martha Rosler is an artist working with both text and images. Her work often contains social issues, for example war and feminism. The photomontages she creates often cause a shocking factor because of the juxtapositions she creates.

One of the series I have looked at is "Bringing the war home- House beautiful". She has done a set of this work based on the Vietnam war and later reworked the project on the war in Iraq.

The photomontages contain very disturbing images of the dead and wounded, she then uses magazine adverts containing women to show the effect of the war on lives but maybe that we don't take much notice. I have looked at this artist due to her montaging these women out of magazines and using them for dramatic juxtaposition. 

Another series I have looked at is Body Beautiful, which are montages involving the representation of women.  The montages mostly concentrates on women parts instead of whole body representations which is done in the war series. 

She combines women s parts with domestic machines such as ovens and washing machines, again addressing the stereotypical role of women being for domestic use only.