A poster was
released in New York City featuring a man with an amputated leg promoting
against growing fast food portion sizes. It was then found out that the man in
the photograph actually had his leg and that the photo was altered. This news
story was featured all of the country when it was found out that the photograph
was changed. It made major new on Yahoo! as well as other news media sites.
Read the article and answer one of the questions based off this article.
Choose at least one question to analyze:
1. What are
some benefits and consequences of using Photoshop and/or actors in advertising?
2. How does the
tone of the article persuade the reader?
3. How does
the author relate the photo with diabetes?
4. How does the
quotes help to build the main theme of the article?
5. How does
the use of color in the ad effect how viewers see and retain the information?
6. How do the
tone and the information of the article affect how viewers now see diabetes? Is
diabetes truly on the rise?
19 comments:
This is a very interesting article. Even though the picture of the man missing a leg was false, the message of the article is still the same. Why should these types of advertisements have to use real life survivors only while food companies can use actors? The quote, "We'll stop using actors in our advertisements when food companies stop using them in theirs." A major reason why that certain company might be doing so well is because of the fact of their endorser. The viewers are made to believe that the endorser is a fan of the product; even though we don' really know. The product could be terrible but people will go along with it as long as the actors look happy and satisfied. At least with this type of advertisement, sure the man was an actor, but the message itself is true and backed up with real facts. That single quote really relays the fact that it shouldn't matter who is in the advertisement, the only thing that should matter are the real life facts and truthful message behind it.
With pictures of soft drink sizes increasing, the ad demonstrates the growth of fast food proportions, leading to gaining weight. Additionally, with a picture of an obese man with an amputated leg, the ad raises awareness and implies how obesity could lead to amputations.
John Kelly says in the article, “We might stop using actors in our ads if the food industry stops using actors in theirs.” Food industries use ads with actors to persuade people to buy their food, but it leads them to being unhealthy. The ad promoting fast foods that could lead to diabetes and amputations use actors with a different motivation. They incorporate actors to help people, instead of hurting them.
Although the man’s leg was Photoshopped, it doesn’t change the health issues of what the poster was trying to send out. So using Photoshop and/or actors can help the audience see the issues of health through the poster. However, once they find out that the man was Photoshopped, the ad could lose credibility because the picture isn’t real. People could think that the poster uses fake advertisement, which could lead them to disregard the message the poster is trying to depict.
Many advertisers today have the option of using Photoshop with all of the advanced technology we have today. There are both benefits and consequences to using this tool of Photoshop. For this ad Photoshopping was a best idea. Once word got out this man actually had two legs it falsifies the message the company was trying to get across to the public. They wanted to explain to the public that eating these absurdly big portions of fast food could lead to the amputation of one your limbs because you will get diabetes. When the audience sees that the advertisers can’t even get a real amputee to advertise then this must not be that prevalent of an issue. If the advertisement was to feature a person that truly has diabetes and unfortunately had to get their leg removed, then that would impact the audience. They would feel sorrow and regret for this person, but they would also not want this same thing to happen to them, especially with the knowledge they now have. Using a fake amputee is almost an insult to real amputees seeing this ad and an insult to the intelligence of the people viewing the ad.
On the other hand of this story there are also benefits to Photoshop. The company may have felt that uncomfortable or that it would have been rude to ask an amputee to display the tragedy that happened to them. Another possibility was the company wasn’t able to find a diabetic amputee that would willingly display himself or herself in the biggest city of the country. The other benefit would be that this man was unknown to everyone; he appeared as the average Joe. The advertising company wanted to show that this could happen to you or me if you weren’t paying attention to what you are eating. The intent of the company was probably not to offend or insult anyone with this advertisement, but just to open people’s eyes to the dangers of eating fast food.
Photoshop is a great way for ad companies to perfect their advertisement. It helps clean, darken, remove pimples, add/lose weight, and apparently in this case, amputate a man's leg. It perfects the person to mirror the ad's theme. Altough, Photoshop perfects the pictures as do actors, if they are not caught. If the companies are caught uses them then it hurts the advertisement because the points they used to persuade people were faked. When the ads are faked with Photoshop and actors the public doesn't believe the ad's purpose. Like with diabetes, they used a man with a leg to portray an amputee which backfired leaving people confused about the harm of portion size since they don't have really proof.
The diabetes ad makes the amputee in the background black and white which gives it a sad feel. With a grayish background the bright colors of red and orange stand out drawing the eye to the increasing in size cups. The point is to direct the public's eye to the cups and then work into the background to be disturbed by the man's missing leg. People see this and think they are connected so they start to fear that if they continue to drink large cups of pop they will can diabetes and have to get their leg cut off too. It works with the public's emotions to make people more aware of type 2 diabetes and what people eat.
The tone of this article persuades the reader to thinking that the health department might be exaggerating the effect of diabetes just to scare people. It almost seems like this article is attacking the health department for photoshopping the image. However, the article puts in a quote from the Department of Health and says this is a real issue, just because this man is an actor doesn’t mean these kinds of stories aren’t real for someone else. I think this article takes on a condemning tone, because the author believes that the health department should not have altered the picture, but I also believe that they know that diabetes is a growing issue that needs to be stopped. The quote from the American Beverage Association is a little harsh and is a little over the top. I think that the author uses these quotes to try to remind the audience that the health department is the good guy and that diabetes is a growing problem. Although the article seems to take on a surprised and upset tone, it does not blame the health department for altering an image so it can have a greater effect on people and put light on a scary situation.
The coloration in the ad draws attention to the three cups of soda. The black and white color scheme in the background causes the cups to be highlighted, for the cups are in full color. The cups also have bright oranges and white on them, which further draws one’s attention to the cups. However, the black and white picture in the background is just as memorable. It is simple, yet the missing leg is certainly eye catching. The combination of the two scenarios- growing cup sizes and the amputated leg- leave the impression that behind every cup of soda there are ignored consequences. This unique presentation of color initiates thought for viewers, and thus memory when they consider purchasing a large cup of soda.
The beginning of the article seems to blame the ad agency for false advertising. The first several paragraphs discuss how the image was changed, and the fact that no one would provide the name of the man in the ad. This leaves the impression that the ad is creating an artificial argument about diabetes. The paragraphs towards the conclusion of the article further back the tone of skepticism. Quotes from the spokesman of The American Beverage Association are shared. This man, Chris Gindlesperger, states in the article that he is disappointed that ads encouraging decreases in consumption are counterfeit. This statement implies that since prevention ads use altered pictures to leave an impression, than the issue portrayed in the ad is not as severe as the prevention agencies show. Though the article also contains a few statistics related to diabetes, the overall tone is doubt that diabetes is a major issue.
This article containts a lot of controversy considering the theme of the article is very contradictive to the story behind the picture. When the photo came out in the news as being photo-shopped and severely changed, this changes the meaning behind the article. The article has a strong message but the fact that they used a fake picture and said it was a cause from the disease, really takes away from strong message. Since the article uses strong facts and evidence to back up the information about the disease, they should use a real photo to make the point even stronger. The author used the photo with good intentions to make the point stronger, but this back fired and got out into the media as a bad message about the article.
Many ad agencies have used the technique of changing how someone looks by taking a pound or two off of a model and having their skin changed to appear blemish free. In reality we all know that nobody actually looks like they are shown on the TV or in a magazine and this article shows the evil side of this. When it is something simple like hiding a pimple or a red spot this is something we should be ok with occuring due to these simple changes.
This ad is the exact opposite. Diabetes is a huge problem in this country and we should all be aware of this. The ad makes the public focused on how the ad is bad and does not complete it purpose due to the huge backlash the public has since had on the ad. New York should have done more research and they failed in doing so.
The tone of the article persuades the reader into believing that advertisements like these are actually made to scare the consumer more than to inform. By using an altered photo, people may start to believe that the advertisement was a complete lie and will not even worry about the message that the advertisement was originally intended to convey. The truth is, there really are bad effects of diabetes and if the advertising company would have just showed a real image, the message could have been greatly improved. People would have been able to connect to the message and understand that there really is a problem with the fast-food portion size, but by using a fake photo, that connection is lost. However, fake photo or not, people should still understand that there is still truth behind the advertisement and try to do something about this problem in order to reduce the rate of diabetes in the United States.
The Benefits of using Photoshop and/or actors in advertising is to make the audience/public pay attention to the advertising. And also, the public’s emotion would be magnified by using special effect via Photoshop. However, some disadvantages of using Photoshop may include that not all things in the advertising is truth and sometimes it cheat the public. Even worse, when the public know that they have been cheated by the fake photo in the advertising, they would no longer believe in the agency that issues the advertising.
I think the tone of the article is objective because it not only interviews the original photographer of the photo, but also all related entities including the Department of Health New York City, the American Beverage Association. Also, the article cites that “While some diabetes patients need to undergo amputations, new research shows a steep drop in limbs lost to the disease”. The sufficient citation of information and interviewees make the reader can rationally judge the current fair by themselves.
For the color, the black and white background with a “disabled” make the viewers engender a feeling of scaring of overdrinking beverage. Also the direct increase of portion make viewers easily recognize the trend they face with. The steep line also indicates and strengthens the emotion of viewers. All in all, the photo and its color are “successful” in engendering the feeling of the public that they want.
The tone of this article really persuades the viewer because it sends such a powerful message. That if people continue to eat fast food and continue to eat more and more of it they will suffer terrible consequences to their body. This is a very powerful article it sends such a clear message to say no to fast food and start eating healthy and organic foods. It really forces the reader to understand that diabetes is becoming an epidemic, with all of the sugar and unhealthiness in restaurants today diabetes truly is dangerous. No one is exempt from diabetes it is no longer a genetic thing, this article proves that from the way we are eating anyone can suffer from diabetes. And the use of the color effects it in the way they intended it adds a serious negative tone that people should say no to bad food. All in all this is a very interesting and serious advertisement that effects peoples perspective on diabetes.
As for the Photoshop used in the ad, I think that it sends a bad message. Regardless of if there's a good purpose behind the ad, showing an altered image isn't showing the truth. On the other hand, when using it to bring attention to a disease like diabetes, it could be beneficial. Slightly exaggerating the consequences of the problem could help reduce it. I thought the ad's use of color was an interesting approach. The cups of pop are in color with the altered picture in black and white in the background. In fact, I didn't even notice the background at first glance. I don't really understand how they used color because you have to really look at it to even understand what it's trying to say.
Using Photoshop in advertising has many different benefits for the advertiser. They do not have to have the "perfect" photo, they can go back and edit something in to create the setting they want. Lighting can also be changed in photo editing, which can attract more viewers to certain areas in the ad which the company wants to focus. This photo used a Photoshopped amputee. Just because they Photoshopped a normal person's leg from the knee down should not matter. It might irk a veteran who actually is missing his leg, that is who I see it offending. However, the ad gets the point across that Diabetes is a serious disease which can cause one to lose limbs. It did so effectively through the use of photo editing. Food advertising uses photo editing software all of the time. Why can't one that is against unhealthy foods also utilize the same tools?
Photoshop can be used i a variety of ways to show and emphasize something with great significance. It is a very useful tool in advertisement today and is actually very beneficial in the presentation of different products, ideas, and feelings. I, myself, own photoshop and find it a very compelling way to present a certain way that I am feeling- specifically when it comes to emphasizing certain issues that I find intriguing. It can be beneficial by applying different filters, adjusting lighting, and even manipulating specific aspects of a picture or image. In this case, photoshop is used specifically to point out that the increase in the size of soda (and portions in general) can lead to diabetes. With the proper use of technique- withdrawing the color from the man in the background and emphasizing the cups of soda- creates an illusion for the eye. This forces the viewer to see the increase in portions first and then notice that the man in the background is missing a leg.
The use of photoshop is properly played off for this photo and greatly emphasizes the message that it is trying to get across.
Let me just first say that this entire article was frustrating. The picture is of an amputee. Not even of the actors face, of his missing leg. Looking at these legs, I do not understand why this actor's legs are any more appealing or less appealing than any other person's legs. I would understand if the program trying to prevent diabetes was trying to show a sorrowful face in an attempt to warn potential people at risk about the dangers of diebetes, but this is literally a picture of one leg, and an amputated leg. That being said, since there is no emotion in the body language anyways, (the fake amputee is casually sitting)all that using an actor does is hurt a potentially great campaign. By discovering that the man is an actor, all the ethos of the ad dissapears and the viewer is left with distrust of the entire purpose of that ad. What could have been a great campaign against diabetes suddenly seems shady, and people lose faith in the product. I believe the whole ad could have been much more effective had they used an actual person who's life had been changed in this way by amputation due to diabetes. Instead, this seemingly noble campaign took the easy way out of hiring an actor and photoshopping its way into the competitive business world, and effectively shattered the trust of the potential viewers. Very dissapointing indeed.
The tone of this article encourages the reader to take diabetes as a less serious threat than it actually is to our nation because of its hindered authenticity. The images of the progression of soda proportions from small to large aren't as important when the author begins harping on the fact that amputations related to diabetes are declining with each year. This highlights the idea of how the creators of the ad cheated the public out of the truth because they felt it necessary to Photoshop out the man's leg. The American Beverage Association, which produces these unhealthy drinks, has every right to defend themselves by saying that these "healthy ads" keep falling back on distortions and common biases. If an advertisement is going to feature a story about someone who was wrongly affected by the dangers of the rising levels of sugar and other substances in today's food, it better be true and have substantial facts behind the claims.
The tone that the article has attempts to sway the audience towards overreacting to the issue of diabetes. There seemed to be a defensive side in trying to somehow apologize on behalf of the city in the falsified photo of an amputated leg through the effects of computer editing. There is a feeling of a slight blame against the people who altered the image, yet not dismissing the whole idea that the increase in sugar intake is indeed one of the causes of diabetes. He brings about evidence that diabetes, though still a major threat in the health of the population, especially in children, is not as big and as worrying as before. The health measures and advances in technology perhaps have provided a means of containing diabetes and its effects, which reduces the number of required amputations.
The creator of the ad ventures into using the effect of color to build a more lasting impression, however I think it was a terrible job. The dull color does make the amputated fact look more depressing. But because it is dark, it does not stand out as much. It could be treated as like a dark wall. The attention then shifts to the rising drink size, which if there is nothing to the audience but that, it brings about a “so what?” response. The fountain drinks has gone up in size and the price has not changed. A reverse effect has been created, people would end up rejoicing in being able to get more as a consumer where the linkage to diabetes is too subtle.
Using photoshop and/or actors in this ad may have helped raise awareness to the issue that increased food proportions leads to amputations. However, this may also lead people to not believe what the ad is saying is true because the person used in the picture still had both legs. Either way people would still pay a lot of attention to this ad so using photoshop for this ad was a good idea. Ads supporting foods that are actually unhealthy for you use photoshop and actors too to sell their product. They show you that you can eat that food and there are no problems. That’s not very different from what this ad is doing, except that the ad is against the increasing food sizes.
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