[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:12.76,0:00:16.22,Default,,0000,0000,0000,,[MUSIC]. \NLet's start and think about advertising,
Dialogue: 0,0:00:16.22,0:00:22.75,Default,,0000,0000,0000,,and the first image is one for an \Nanti-wrinkling cream.
Dialogue: 0,0:00:22.75,0:00:28.89,Default,,0000,0000,0000,,This is an advert that was put out in \NBritain and, featured Rachel Weiss, the
Dialogue: 0,0:00:28.89,0:00:36.38,Default,,0000,0000,0000,,British actress. \NIts suggested that the image that was
Dialogue: 0,0:00:36.38,0:00:44.59,Default,,0000,0000,0000,,used, in this particular instance was \Nunrepresentative of the effects that the
Dialogue: 0,0:00:44.59,0:00:48.42,Default,,0000,0000,0000,,wrinkle cream had. \NNow, this is advertising.
Dialogue: 0,0:00:48.42,0:00:54.32,Default,,0000,0000,0000,,Let's just be practical about this. \Nyes it contravenes some standards.
Dialogue: 0,0:00:54.32,0:00:57.45,Default,,0000,0000,0000,,they have selected a particularly \Nphotogenic image.
Dialogue: 0,0:00:57.45,0:01:02.90,Default,,0000,0000,0000,,The fact they've had to doctor it \Nslightly, does suggest that they're over
Dialogue: 0,0:01:02.90,0:01:06.33,Default,,0000,0000,0000,,exaggerating the potential effects of the \Nproduct.
Dialogue: 0,0:01:06.33,0:01:11.57,Default,,0000,0000,0000,,But no one is going to be too shocked to \Nlearn that this periodically happens, and
Dialogue: 0,0:01:11.57,0:01:14.70,Default,,0000,0000,0000,,gets picked up by the appropriate \Nauthorities.
Dialogue: 0,0:01:14.70,0:01:19.03,Default,,0000,0000,0000,,When it come to advertising there's also \Nwhat is acceptable, what's not acceptable
Dialogue: 0,0:01:19.03,0:01:24.20,Default,,0000,0000,0000,,as times change. \Nthere is fairly heavy regulation in the
Dialogue: 0,0:01:24.20,0:01:30.67,Default,,0000,0000,0000,,21st century about tobacco advertising. \NBut when you have an instance of an
Dialogue: 0,0:01:30.67,0:01:36.51,Default,,0000,0000,0000,,advertising company in America who is \Nlicensed the use of the Abbey Road cover
Dialogue: 0,0:01:36.51,0:01:40.88,Default,,0000,0000,0000,,by the Beatles. \NAirbrushing out to the cigarette held by
Dialogue: 0,0:01:40.88,0:01:44.55,Default,,0000,0000,0000,,Paul McCartney as they cross the zebra \Ncrossing.
Dialogue: 0,0:01:44.55,0:01:49.55,Default,,0000,0000,0000,,You get an idea of how the concerns of \Nsociety have changed.
Dialogue: 0,0:01:49.55,0:01:53.48,Default,,0000,0000,0000,,That something that was a common place in \Nthe late 60s in the first decade of the
Dialogue: 0,0:01:53.48,0:01:58.77,Default,,0000,0000,0000,,Twenty-first Century, can't be viewed \Nwithout some alteration.
Dialogue: 0,0:01:58.77,0:02:03.90,Default,,0000,0000,0000,,Now if we're worrying about photographs \Nof cigarette smoking, in the modern age.
Dialogue: 0,0:02:03.90,0:02:08.12,Default,,0000,0000,0000,,Here is an instance which four and six \Nhave from 2005.
Dialogue: 0,0:02:08.12,0:02:17.00,Default,,0000,0000,0000,,It seems very innocuous Clemet Herd the \Nillustrator of a revised edition of the
Dialogue: 0,0:02:17.00,0:02:24.00,Default,,0000,0000,0000,,children's classic book Good Night Moon. \NHad in the previous couple of decades,
Dialogue: 0,0:02:24.00,0:02:28.24,Default,,0000,0000,0000,,been pictured on the back cover holding a \Ncigarette.
Dialogue: 0,0:02:28.24,0:02:32.58,Default,,0000,0000,0000,,When it came to the new edition, the \Npublishers felt it was appropriate to
Dialogue: 0,0:02:32.58,0:02:37.56,Default,,0000,0000,0000,,have the cigarette removed, and with the \Nreluctant agreement of Mr.
Dialogue: 0,0:02:37.56,0:02:42.12,Default,,0000,0000,0000,,Herd's family, that was done. \NSo, for something that was unacceptable
Dialogue: 0,0:02:42.12,0:02:47.51,Default,,0000,0000,0000,,for two what's unacceptable now, had been \Nlet passed for two decades.
Dialogue: 0,0:02:47.51,0:02:52.27,Default,,0000,0000,0000,,Times changed. \NSo did the requirement of the airbrushing
Dialogue: 0,0:02:52.27,0:02:55.92,Default,,0000,0000,0000,,of the photograph. \NWhen it comes to advertising, you
Dialogue: 0,0:02:55.92,0:03:00.20,Default,,0000,0000,0000,,shouldn't necessarily be surprised that \Ncigarettes are in or out of the
Dialogue: 0,0:03:00.20,0:03:05.01,Default,,0000,0000,0000,,photograph of the time. \NOr that a photograph may have been
Dialogue: 0,0:03:05.01,0:03:10.38,Default,,0000,0000,0000,,altered to enhance the effects of the, \Nquote, wrinkle cream, unquotes on the
Dialogue: 0,0:03:10.38,0:03:14.20,Default,,0000,0000,0000,,image. \NBut when it comes to the cover of Time,
Dialogue: 0,0:03:14.20,0:03:16.55,Default,,0000,0000,0000,,Time magazine, you're expecting something \Na little bit different.
Dialogue: 0,0:03:16.55,0:03:24.54,Default,,0000,0000,0000,,And in 2007 Time magazine ran an article, \NHow The Right Went Wrong.
Dialogue: 0,0:03:24.54,0:03:28.23,Default,,0000,0000,0000,,And it displays fairly clearly Ronald \NReagan but, digitally added was a tear
Dialogue: 0,0:03:28.23,0:03:42.11,Default,,0000,0000,0000,,across his right cheek. \NAs if Reagan was lamenting after the
Dialogue: 0,0:03:42.11,0:03:45.71,Default,,0000,0000,0000,,event, How The Right Went Wrong, so to \Nspeak.
Dialogue: 0,0:03:45.71,0:03:51.32,Default,,0000,0000,0000,,Now, Time argued that, they'd made it \Nclear at one point or other that this was
Dialogue: 0,0:03:51.32,0:03:55.35,Default,,0000,0000,0000,,a montage. \NBut having a photograph of Ronald Reagan,
Dialogue: 0,0:03:55.35,0:03:58.93,Default,,0000,0000,0000,,as opposed to a photograph of Ronald \NReagan with a tear given the head, the
Dialogue: 0,0:03:58.93,0:04:03.12,Default,,0000,0000,0000,,headline to the article, does change the \Nway that you are going to interpret it.
Dialogue: 0,0:04:03.12,0:04:08.91,Default,,0000,0000,0000,,So, again, this is a piece of advertising \Nwhich is augmented a photograph and
Dialogue: 0,0:04:08.91,0:04:12.80,Default,,0000,0000,0000,,augmented a photograph for the effect of \Npromoting sales.
Dialogue: 0,0:04:12.80,0:04:17.43,Default,,0000,0000,0000,,Now when it comes to magazine covers \Nthere seems to be a very high proportion
Dialogue: 0,0:04:17.43,0:04:21.47,Default,,0000,0000,0000,,of them especially if they're appealing \Nto men with young women on them.
Dialogue: 0,0:04:21.47,0:04:25.17,Default,,0000,0000,0000,,It could be women of any age, but, you \Nknow, lets be practical about this.
Dialogue: 0,0:04:25.17,0:04:33.11,Default,,0000,0000,0000,,In 2003 GQ magazine perpetrated something \Nof a controversy.
Dialogue: 0,0:04:33.11,0:04:40.31,Default,,0000,0000,0000,,they had Kate Winslet on their cover. \NKate Winslet one of the finest actresses
Dialogue: 0,0:04:40.31,0:04:47.26,Default,,0000,0000,0000,,of her generation was digitally altered \Nto narrow her hips.
Dialogue: 0,0:04:47.26,0:04:53.49,Default,,0000,0000,0000,,To effectively elongate her, for what was \Nperceived to be the image requirements of
Dialogue: 0,0:04:53.49,0:04:58.95,Default,,0000,0000,0000,,the clientele. \Nso there we have someone who is known for
Dialogue: 0,0:04:58.95,0:05:05.19,Default,,0000,0000,0000,,her abilities, her integrity as an \Nactress, yes, her looks, she's a
Dialogue: 0,0:05:05.19,0:05:10.24,Default,,0000,0000,0000,,Hollywood star as much as anything else. \NBut the need to change it, to sell more
Dialogue: 0,0:05:10.24,0:05:14.76,Default,,0000,0000,0000,,magazines? \NAs opposed to representing her as she is.
Dialogue: 0,0:05:14.76,0:05:19.23,Default,,0000,0000,0000,,That does seem taking things a little bit \Nfar, and did cause a controversy at the time. [BLANK_AUDIO]