Last Friday’s episode of ‘20/20′ featured an investigation report titled “Slick Websites Use Photo Tricks.” The special discussed everything from photos manipulated on hotel websites that replaced nuclear power plant backdrops with sunny blue skies to weight loss ads with before and after shots manipulated to show an astonishing slim down not by diet and exercise, but by using a software program tool called liquefy. Yes, it’s true, in the world of marketing you will find false advertising. This is nothing new, however, the technology available today makes it easier than ever before.
Ethics in advertising is key and it’s not just a matter of implementing only respected photo manipulation techniques, but it extends to all visual elements and every marketing message. At our advertising agency, we take this subject very seriously. We have a fully equipped digital photography and video studio and produce phenomenal product photography in house and go on location to shoot facilities, equipment, and environments. Personally, I prefer an actual picture taken by our professional photographers over a stock image any day. Why? It’s real, it’s honest, and it just plain looks better. If photo manipulation is needed, it’s generally limited to reducing shadows and enhancing quality, so that you can see even MORE actual detail.
I could go on for hours on the subject of ethical advertising, but for now I’ll cut this blog short and continue this discourse in other blogs to come. Keep reading!
Entry by: laura