Researchers Yoonhyeung Choi and Jounghwa Choi at the university of Michigan and their co-researcher Glen Leshner, who works for Korcom Novelli Inc., suggest that even if women understand the unreachable beauty Photoshop can depict, they fear that men viewing fashion models in advertisements really can be that beautiful, and therefore they will raise their standard of women to the levels they see in ads (Y.Choi, J. Choi and Leshner 14). If women can receive insecurities second-hand from others around them it means there is little to nothing they can do to shelter themselves from the negative images around them.
