Have you ever seen a beauty advert that was so unrealistic it made you want to laugh?
Well, Jesse Rosten has gone one step further. The filmmaker was so amused with the unrealistic ideals set by the fashion and beauty industry that he created his own beauty advert mocking Photoshop.
Done in the style of a beauty advert, the video features beautiful women, an upbeat soundtrack, and promises of perfection.
It considers a world where the healing brush, hue/ saturation and liquify tool could be bought and applied as part of your daily beauty regime, promising to create flawless skin, lashes that never end, a slim body and even the ability to “adjust your race.”
The two-minute video - accompanied with the tagline - “This commercial isn't real, neither are society's standards of beauty” - also shows ‘models’ parading the products while celebrities who have been the subject of airbrushing treatment are exposed in before and after shots.
On his blog Rosten explains why he made the clip, he wrote: “I was watching TV one sleepless night and stumbled upon an infomercial for some beauty product. The commercial showed before and after portraits that to my eye looked like the same photo just photoshopped. I laughed to myself. Then I made this video.”
Despite the serious message Rosten is putting across, he hopes people don’t take it too seriously. He told BellaSugar: “Honestly, my first goal was to make people laugh. Yes, there's some strong commentary in there and I hope people are reminded to go easy on themselves. We're all human — and it's OK to look like a human.”
[Gallery: 2011's controversial fashion and beauty ads]
This spoof comes after a series of backlashes in the UK and abroad against the use of retouching and other techniques in ads and magazines.
Last year the Advertising Standards Authority banned two beauty adverts from L’Oreal featuring Julia Roberts and Christy Turlington, after Lib-Dem MP Jo Swinson complained that airbrushing creates a false impression of beauty.
While in the US, Taylor Swift’s Covergirl mascara ad was pulled as watchdogs didn’t appreciate the “enhanced post-production” of the singer’s eyelash length.
Rosten’s video has received thousands of views and attracted almost as many comments striking a chord with an audience who are also unhappy with airbrushing techniques used in the fashion and beauty industry.
What do you think of this spoof video? Do you think Photoshop is to blame or do we need to redefine our definition of beauty?
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