Advertisers and journalists are responsible for the image transformation of models, by hiding

the conventionable imperfections and enhancing or even creating some desirable traits. Many
of the models are so radically transfigured that they might not even recognize themselves in
the final product. This tendency has a negative impact on many, especially young women in
impressionable ages, creating self-esteem and body image problems. However, the customer
is also to blame for this, as they are the ones who purchase these products, fueling this endless
cycle of Photoshop. Regarding the last point, while most artists have been shaping the human
form (as advertisers do nowadays), most of them do it for aesthetic motives, and not comercial
ones.

First of all, the results of the scientific experiment are surprising, suggesting that we pay more
attention to the appearance than to the qualifications of a candidate. I believe this
subconscious attitude is a reflex of some of our most primal instincts.

It’s a fact that primitive human beings chose their mates based on their looks, as these are an
expression of some underlying aspects, such as health, strength and fertility. This results show
that even the "civilized and logical" modern human is profoundly influenced by their natural
origins. Besides, it is expectable that the candidates resort to these new technologies, since
they are a means of raising their popularity.