Manipulation in photo editing uses tactics to deceive the audience of a particular photograph. Programming editing software, such as Adobe Photoshop, is used by artists to have the tools necessary to exploit the image to develop specific messages. The resulting photograph is different from the original. The photograph is digitally manipulated. However, in most cases the editing goes unnoticed by the target audience. Editing in advertising contributes to creating gender stereotypes. Manipulative editing in photography reinforces gender stereotypes conveyed in American culture. The use of photo manipulation has been around as long as the camera. The use of photo manipulation creates the basis for a subjective opinion that reflects the targeted photography. For example, in 2003, without the permission of Apple Records and Paul McCartney, US poster distribution companies airbrushed the cigarette from Paul McCartney's hands into a promotional poster. Distributors may have felt that the cigarette's presence sent a negative message to younger fans, even though the poster's subject, McCartney himself, appeared to have no problem with smoking in public. In this case, manipulative editing led poster distributors to impose their own moral code on viewers, instead of allowing the audience to decide for themselves what to think of the original image, without distorting its reality. Use of photo manipulation towards a specific target audience creates a controversy between what is real and what is not. Journalism is known for manipulation that questions what exists and what does not exist. Furthermore the questions asked may ask to what extent journalism can be... middle of paper... not a man can win. You may automatically feel the need to wear Old Spice thinking that women prefer men with Old Spice deodorant. Most of the photographs are also about creating gender stereotypes that create gender codes. Let's take an AMI Clubwear ad for example. The photograph shows six distinct sexual women posing. Their breasts are easily visible and peek out from the pink mini skirt with their matching pink high heels. The photograph conveys that to look and feel sexy is to wear what you wear. Which is almost nothing. However, you can also notice that each is thin and has shaved legs. The advertisement creates an unreal female posture that attracts the attention of both men and women. The body posture shows the incredible unrealistic attempts to become beautiful. The urban landscape in the foreground gives the idea that to be beautiful you have to come from the city.