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Decoding Unreal Beauty in Digital Campaigns

Ms. Garishma Jain

Assistant Professor, School of Fashion Design, AAFT University Media and Arts

Abstract

Global fashion and beauty brands increasingly promote unrealistic beauty standards through digitally altered campaigns that feature extremely thin models and unblemished skin. These representations, which are widely disseminated on social media platforms, establish misleading ideals and contribute to reduced consumer self-esteem and adverse mental health outcomes.

The contrast between digitally enhanced imagery and actual consumer experiences demonstrates a significant ethical concern within advertising practices. Recent incidents, including public criticism of Zara’s campaign, illustrate heightened awareness of the psychological harm associated with such portrayals.

This study explores ways to enhance transparency and inclusivity in digital advertising through technological and policy interventions. It proposes using artificial intelligence (AI) applications that let consumers view unaltered representations, which promotes self- acceptance and diversity. Additionally, the paper recommends that regulators require brands to disclose their use of digital enhancement tools, such as Photoshop and AI filters, to ensure accurate communication and accountability.

This research advances the United Nations Sustainable Development Goals (SDGs), specifically, SDG 3 (Good Health and Well-Being), SDG 9 (Industry, Innovation, and Infrastructure), SDG 10 (Reduced Inequalities), and SDG 12 (Responsible Consumption and Production). By emphasizing ethical innovation and responsible media practices, authentic representation of beauty can enhance consumer trust and shape brand identity in the digital context.

Keywords: Unrealistic Beauty Standards, Digital Manipulation in Advertising, Consumer Mental Health, Inclusivity and Transparency in Branding, SDG 3, 9, 10, 12