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Category : Advertising

15 Sep 2019
classic-couch-fashion-magazines

Image perception and mechanisms in advertising

“Our language culture is in a rapid transition to a visual culture” (Franke, 1997, quoted in Gläßel, 2010, p. 17). Considering the date of this quote – we actually live in a visual culture. In which way are (ideal body) images processed by our brains? Which tools and biologically preprogrammed patterns does advertising use to make the images more effective? These questions will be discussed in the following sections. Credibility of images Besides the impressive effect of images, there’s another dimension […]

23 Jul 2019

Retouching relevance of footage

Almost everyone of us is seeking a change of one kind or another. Being thinner, firmer, smoother, better trained or simply a different look — beauty is at its peak. Photographers and retouchers apply this analogously to the digital image: A flawless appearance of the image becomes the goal. The discrepancy between the beauty of the recipient and the medially ideal of advertising is increasingly emphasized by retouching. When does retouching starts? The question of where exactly image manipulation starts is […]

16 Jul 2019
Magazine page (Fendi advertising) with retouching lable

Presence analysis of the retouching lable “Photographie retouchée” 2019

MK Retouching investigated different Vogue Paris on retouching lables in 2019 after her first investigation in 2018. Here you can read about the latest developments and possible forecasts. It is recommended to read the general legal context and  first study from 2018 first to understand the overall context. In the last study it could be determined that the advertisements do not change depending on the magazine. Therefore, this time only Vogue Paris was chosen as the magazine that had the […]

15 Jul 2019
Magazine page with Photographie retouchée including model with clothing, handbag (Hermes)

Advertising with and for women?

Presence of advertising Media are everywhere: They reinforce values, offer models of behavior, shape role models — they make us think about different topics, they evoke emotions, we learn from them, we identify with them. They become co-designers and orientation aids at the same time (Jäckel et al., 2009, pp. 7-8, Gläßel, 2010, p. 13). That does not sound problematic at first. But what if this leads to unconscious processes and influence that we can not escape, that we can not control? […]

12 Jul 2019
Book from MK Retouching with studies about the retouching lable Photographie retouchée

Presence analysis of the retouching lable “Photographie retouchée” 2018

MK Retouching investigated popular fashion magazines on retouching lables in a research in Paris. These were then sorted and evaluated according to their appearance. To visit Paris is unavoidable, as the access to resources in Germany is very limited. For this purpose, various editions of the following different magazines (french edition) were examined several times. Vogue Paris (No. 981, October 2017) Vogue Paris (No. 982, November 2017) Vogue Paris (No. 983, December 2017) Vogue Paris (No. 984, February 2018) Vogue […]