Ricardo Rivera – Digital Dynamo
December 1, 2009
Ricardo Rivera
In the ranks of digital media, Ricardo Rivera is a rising star. He has worked on many campaigns and events, all with social media becoming more and more important to their workings.
As a media professional, he has some strong opinions on how digital technology can enhance and sometimes hurt a media campaign.
Ricardo Rivera
Media Planner
Mediacontacts.com
THE USE OF PHOTOSHOP-
“The perception is that photoshop is accepted,” said Rivera. “editors have been saying for years ‘shhh…don’t talk about it.’ but that is just unrealistic today. It has been going on for years and people have gossiped about it. Now, the use of photoshop is sparking debate. It can not be whitewashed anymore.”
RALPH LAUREN CONTROVERSY-
“The Ralph Lauren example was such an extreme. The company has the right to adjust a picture as they need to for a campaign, but the fact is they distorted the model,” said Rivera. “The public is much more savvy today. They are going to call you out on bad behavior or unethical practices in your work and ads.”
CELEBRITY -
“Take a woman like Victoria Beckham who has said she works out two hours a day because she does not want to be photoshopped in magazines,” said Rivera. “She has been featured in major magazines and ad campaigns for over a decade but she still gets photoshopped despite being incredibly thin and held up as the ‘ideal’ of what a woman should look like. It’s insane the lengths that are gone too, only to fall on deaf ears.”
INDUSTRY -
“Nothing should be sen as unattainable, but there needs to be some realism when it comes to body issues and perception.” Rivera said. “The case in France with the proposal of this law forphotoshopped pictures shows how crazy the issue has become. I don’t believe fashion advertising has contributed to the destruction of young girl’s health, but there needs to be a balance between what is realistic to achieve and the fantasy most advertising projects.”
