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Procter & Gamble has pulled a CoverGirl ad featuring a photo of Taylor Swift. From Tanzina Vega’s piece at NY Times:
In the ad, for CoverGirl NatureLuxe Mousse Mascara, Ms. Swift’s eyelashes have been enhanced after the fact to look even fuller, and, as a result, the National Advertising Division of the Council of Better Business Bureaus ruled this month that it was misleading.
The ad itself disclosed the touch-up work: Copy underneath the photo said that her eyelashes had been “enhanced in post production.” And what ad, after all, hasn’t been enhanced in post production? According to a spokesperson for the NAD, though, this case was different: “The photograph stands as a product demonstration. Your eyelashes will look like this if you use this product.”
In the past few years the UK’s Advertising Standards Authority has forced Johnson & Johnson (here) and P&G’s Olay (here) to pull ads for false claims for anti-aging creams, but in both cases the violation was sketchy scientific claims. More recently it ruled against L’Oreal (here) for going too far on lighting effects and post production touch-ups on Julia Roberts’s and Christy Turlington’s skin.
Hmmm, this is tough one. The L’Oreal and CoverGirl ads strike me as more explicit versions of what most beauty ads do: They bring together a young, beautiful person with a small team of magicians (stylists, lighting technicians, professional photographers and Photoshop gurus) to imply that we could all look like that young, beautiful person even without the magicians. At what point does it cross into photo-as-product-demonstration?