Brave New World
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By: Naomi Maister
Created on 10th November 2009
We are all used to seeing photos of impossibly beautiful models looking perfect in magazines and in adverts. And while most people appreciate that these images have been digitally altered, a group of experts say that these pictures promote unrealistic ideas of what women should look like, leading to low self esteem, an increased desire for cosmetic surgery, eating disorders and self-harm.
The report has been organised by the Liberal Democrats as part of their campaign against the use of retouched images in adverts. The papers - which was written by Dr Helga Dittmar of the University of Sussex, Dr Emma Halliwell of the University of the West of England and backed by 42 more academics - has been submitted to the Advertising Standards Agency with a request for all airbrushed adverts to carry a notice saying that they have been retouched.
The paper states: "Media images that depict ultra-thin, digitally altered women models are linked to body dissatisfaction and unhealthy eating in girls and women."
Among the problems that can arise include "unhealthy dieting regimes and problematic eating behaviours (starving, bingeing, and purging), clinical eating disorders (anorexia, bulimia), cosmetic surgery and extreme exercising."
The report comes after a recent survey revealed that around 50 per cent of girls and young women had given thought to having plastic surgery. With celebrities such as Katie Price and Dannii Minogue speaking frankly about their cosmetic surgery - including nose jobs, breast enlargements, liposuction and Botox - these procedures have come to be viewed as much more normal and accessible than they were a few years ago.
The Lib Dems also want cosmetic surgery advertisements and information leaflets to carry success rates.
Last month there was a media outcry over a photograph of a model in a Ralph Lauren advert who had been so thin - due to airbrushing - that her head was wider than her hips. Jo Swindon, the MP behind the campaign said: "This paper spells out the real damage irresponsible airbrushing is doing to young women's physical and mental health.
"Airbrushing means that women and young girls are being bombarded with images of people with perfect skin, perfect hair and perfect figures which are impossible to live up to."
