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5.2c College-aged Female Consumers’ Meanings of the Digitally-Enhanced Figures in Fashion Advertising and Their interpretations on the Photoshop Disclaimer Law
Abstract
A phenomenological study explores how college women make sense of body images manipulated by Photoshop and how they perceive the mandated Photoshop disclaimer labels attached to digitally-altered images in fashion advertising. By conducting face-to-face in-depth interview of sixteen female college students, the study reveals four interpretive themes regarding the meanings of digitally-altered body images in advertising: “Photoshop is crazy,” “bad for teenagers,” “familiarity with Photoshop,” “still, I wish I could be,” and “the newer ideal body trend.” Four themes were highlighted in regard to the mandatory Photoshop disclosure: “feel a lot better and good for teenagers,” “ethical and trustworthy,” “more inclined to purchase,” and “where is my artistic expression?” Although majority of respondents perceived the usefulness of Photoshop disclaimer policy especially for teenagers, this study suggests that advertising practitioners, policy makers, and governments should acknowledge consumers’ individual differences such as their prior experience with image-editing devices and their evaluation on the nature of the persuasion in order to develop more effective prevention strategies and responsible advertising in the U.S.
First & Corresponding Author
Hoyoung Anthony Ahn, Pepperdine University
Authors in the order to be printed.
Hoyoung Anthony Ahn, Pepperdine University