A thing of beauty..Is it a joy forever

Touched-up beauty

Your fave actor’s flawless, sexy picture on the hoarding may now carry a body image disclaimer. Is it about time to bust the ‘beauty myth'?

A thing of beauty is joy forever. Is it? May not be for long though, especially if it isn’t in its purest natural form. With more and more people, especially the youth trying to ape their fave actors and models right to the extent of attaining a sculpted bod like their idols, fashion heads and sociologists feel strongly about taking stock of this situation.
Incidentally, late last year, a law was proposed in France that would see digitally enhanced images carry a warning to viewers that the image has been retouched to change the physical appearance of a person. The proposed statement which is on the brink of getting passed as a legislation may eventually apply to billboards, advertisements in magazines and newspapers, photos on packaging, art photos, and press photographs.
If that happens then scores of celebrity advertisements including Heidi Klum’s cover shoot for a mag, Penelope Cruz’s flawless face and neck, Britney Spear’s curvaceous body and Brad Pitt’s schoolboy basics, all of which have fuelled many desires, will need to carry similar disclaimers. And the scenario in India will not be too different either. With many actors including Shah Rukh Khan, Aishwarya Rai, Sonam Kapoor, Shahid Kapoor, Genelia, Deepika Padukone and others endorsing brands which claim benefits such as improved fairness, smooth skin, enhanced sun protection and more, will the advertisers be keen to implement such a disclaimer? More so, is the aam consumer eager to accept the truth?

THE INDIAN SCENARIO

Alan Collaco, Secretary General, Advertising Standards Council of India, clarifies, “Disclaimers stating that a picture in the advertisement is touched-up only adds to the credibility of the advertiser (contrary to the belief that it will not be welcomed). And hence, self-regulation of this kind will benefit both the consumer and the advertiser in the long run. The problem only arises when a product tends to claim more than it can deliver. And in case a consumer wants to challenge the claim, he can approach Consumer Complaints Council. A disclaimer would be a good move.”

Adman Prasoon Pandey of O&M said, “Whether the Indian advertiser is ready or if the consumer is eager, a disclaimer will be a fabulous move. We need to portray pictures honestly in advertisements without flattering the actor or impressing the audience. Good thing is over time, people will not feel the need for touched-up pictures, they will accept beauty in the real sense.”

Kavita Lakhani, President of Linopinion (PR cell of Lintas ad agency) says, “Urban consumers are well informed already. However, a disclaimer that the actor’s or model’s picture is touched-up in a cosmetics advertisement can further add to this information. And anything that benefits the reader or audience is welcomed by an advertiser (truly). But the question is how much does a disclaimer impact the informed reader. Will it change his/her buying pattern? I don’t think so. He will still go ahead and buy the product if he wants to.”

GIRL WITH THE BLUE SCARF SAYS: India is ready to face the truth. This is what is called right to information. A disclaimer is a must. Audiences are an informed lot, with some awareness they can accept beauty in its entirety. The more people are in touch with reality, greater will be their happiness quotient. What do you think?