How advertising uses photo retouching

Overview of Digital Photo-Retouching

for AdvertisingPhotoshop Retouching by Frank Richo Visit www.frankricho.com to see more

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You may already realize that celebrities are retouched in Photoshop.

Nobody can look that good all the time! (Britney Spears retouched for PepsiCo, International)

But even with lighting and make-up, after the photo-shoot all model photography

for advertising gets retouched. (Model retouched for Conair - Professional Division)

Model retouching involves fixing body parts, skin, hair, eyes and teeth

not to mention clothing and more! (Model retouched for Conair - Personal Care Division)

Sometimes a model's entire identity will be changed for marketing purposes

(Photo composite for Tropicana)

Photoshop can also be used for special effects not just to beautify models

(Roberto Carlos retouched for Gatorade / PepsiCo)

Two or more photos can be composited to make improbable scenarios a "reality"

(David Beckham retouched for PepsiCo, International)

Photoshop can be a virtual photo studio creating new scenes from existing photos

(Photo composite for Conair - Personal Care Division)

Nearly everything in this composite was photographed separately then the lighting

and TV glow was added in Photoshop (Photo composite for PepsiCo & Frito-Lay)

Sometimes multiple shots are needed to capture different exposures or action that can't be caught in one photograph

(Photo composite for Mountain Dew / PepsiCo)

Some ad layouts require compositing photos and graphics for a stylized

look that doesn't try to look realistic (Photo composite for Lipton)

Products are retouched to be appealing This bottle needed filling and a new cap

(Photo retouching for Mirinda / PespiCo, International)

The packaging for products are also retouched to enhance appeal

(Photo retouching for Aquafina / PepsiCo)

Not just celebrities & politicians get Photoshop make-overs. Food & cookware, clothing & cosmetics, cars & electronics...everything marketers want you to buy is retouched!

Virtually every photo you've seen in advertising was enhanced or altered

Retouching and compositing did not start with Photoshop. Before it was done with

film and camera techniques, using inks and brushes, by cutting and pasting, etc.

I hope you enjoyed this slideshow and like my

"Photoshopped" images

I also do photography and video, graphic design, web design, AV presentations

interactive multimedia and tech-writing Visit my website: www.frankricho.com