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By Alberto Pierpaoli (*)

Photoshop, lies and abuses

Advertising production has a male gaze. The advertising world has it too: art directors, illustrators, “retouchers” ; photographers and the film industry, all are dominated by this gaze. Women are reduced to objects. And women working inside the industry respond to the same patterns.

The photoshop produce distortions; lies and abuses. It reduces models’ bodies to unreal  sizes, weakening legs, waist, hips, arms, etc. offering unreal "models".

Real women do not like it. They would like to see real models of different ages, sizes and aspects.

We accept the photoshop use when necessary, to improve a detail. But not the abuse. Advertising is not lying, advertising is to make things plausible.

(*) Alberto Pierpaoli is a Bachelor in Advertising and Sociology who has an ample and and successful track record in the field of advertising, market research and marketing in Argentina. In the United States he had access to gender studies applied to consumption. He created The Gender Group a consultant marketing company specialized in marketing to women.

http://tgg-gender.blogspot.com.ar/

By Alberto Pierpaoli (*)

Women, media and the lack of genre perspective

The article reflects you need to know about gender perspective if you want to address to real women.

This thought is based on the fact that a recent improved Women magazine continues having strong content related to fashions and sexual issues instead of a more balanced content considering women empowerment.

(*) Alberto Pierpaoli is a Bachelor in Advertising and Sociology who has an ample and and successful track record in the field of advertising, market research and marketing in Argentina. In the United States he had access to gender studies applied to consumption. He created The Gender Group a consultant marketing company specialized in marketing to women.

http://tgg-gender.blogspot.com.ar/