Image Retouching is the process of getting an image ready for the final presentation. A variety of techniques and process can be applied, can be very subtle or dramatic but every image that we see in advertisement needs some form of enhancement, even the Real Beauty campaigns will have undergone some retouching or digital enhancement such as dust removal and sharpening.
Retouching in a sense has been around since the very beginning of photography. The process of retouching is more technical. A lot of this if not all can now be gained using automatic techniques and is more commonly known as profiling the color and the operator must have strong knowledge of what they are doing. Technical retouching assists the final reproduction of a file, it takes into account how the final image will be reproduced, such as whether it will be displayed on a screen for web or digital billboards, or if it is to be printed, on what kind of stock and using what inks.