The technological advancements of the camera is quite an impressive concept, considering the first digital image was produced in just 1975. Digital photography is a form of photography which captures an image by focusing the lens, channeling light onto an array of light sensitive sensors hidden within the camera mechanism. The captured image is then stored as memory on the camera, ready for digital processing.

Once transferred onto a computer, the image can be adjusted to create the ideal photograph. In recent years there has been much controversy surrounding the use of such programmes when photos are used in media outlets.  The slang term ‘photo shopped’ indicates an image which has been artificially altered to appear more aesthetically pleasing. Within the fashion industry, altered photographs an essential aspect of business. The edited photographs which appear in magazines and billboards are usually segregated into two categories; the first of which is the concealing of small imperfections, the second is a full scale creation of fictitious imagery. The second, unsubtle photograph campaigns are usually the ones causing much contention.

There have been many incidences surrounding the viability behind certain images; beauty manipulation is big business and retailers cannot afford to stay left behind fronting unaltered, blemish-ridden images as part of their marketing campaigns. Models and actresses alike are often subjected to the ‘digital knife’ producing thinner, smoother and ultimately unrealistic versions of them. Aside from the damage to the self-esteem of models and actresses, we must stop to consider the unhealthy image which photo shopping promotes, especially to impressionable young girls.