Technological advancements have also played an avid role in the unrealistic ideal woman portrayed by the media. Even the smallest imperfections can now be concealed thanks to the digital ability to re-touch photos. Brad Adams, a New York City photographer who's retouching service works with advertising agencies said, "One hundred percent of fashion photos are retouched." Celebrities are touched-up, re-shaped and brought to perfection through programs such as Photoshop, which allow pounds to be shaved off the hips and thighs, cleavage can be enhanced, teeth can be whitened, and blemishes fixed to create a flawless complexion. The American female's obsessive, almost religious, quest for the perfect body is both reflected and promoted by advertising as well as editorial content of many women's magazines. "Advertising has been vilified for upholding-perhaps even creating-the emaciated standards of beauty by which girls are taught from childhood to judge the worth of their own bodies." Advertisers want to make you feel like you need what they are selling in order to feel good about yourself, so they use the perfect images because that is what people desire.