Contrary to the idea of a camera adding 10 pounds to its subject, some newer models of digital cameras promise to shave 10 pounds off — a promise that has attracted appeal and controversy.

A test subject photographed with a camera before and after the 'slimming' feature was turned on.
(CBC)

Digital cameras with "slimming" effects are gaining popularity as the holiday shopping season approaches, retailers say.

"They've introduced a feature that will take your subject in the centre, and they'll compress it while stretching the sides," said Chris Deyoe, a sales associate with Best Buy in Winnipeg.

"So when you've taken a picture of a person or whatnot, basically you can subtract the 10 pounds that the camera adds."

Also called the "pointy head" feature because it can elongate the subject's head as well as the entire body, the slimming artistic effect is available on select digital camera models from Hewlett-Packard and Pentax.

"It's very popular," Deyoe said. "I haven't heard anything bad about it, and more and more people are finding out about it."

Digital cameras with new feature elongate a person's head and body in an image, creating a 'slimming' effect.
(CBC)

While the feature has recently created a buzz among consumers, it's not an entirely new idea, said Chris Brogdon, manager at Don's Photo in Winnipeg.

"What you're getting basically is one small function of an editing program built right into the camera," Brogdon said.

Body image issues

But the idea of a weight-shedding camera worries Sandra Kirby, a sociology professor at the University of Winnipeg. She is concerned about the impact such cameras can have on people struggling with body image issues.

"It means that people can construct the picture according to their own image of what they would want to appear as," Kirby said Wednesday.

"Which tells me that they're no longer just appearing as themselves and comfortable with themselves."

The cameras range in price from $219 to $399 in Canada.