I second whisper_jeff's opinion, I am currently working as a graphic design in the fashion industry.
Nothing makes it onto print unless its been altered, and not just altered * usually* in my experience significantly. It is taken by a photographer through an objective lens, with a particular vision and use to start with. That photographer then adjusts all the levels, colors and raw photo data...before the photo even makes it to page layout and graphic design. the Graphic Designer then gets it and removes any blemishes, colors, or objectionable unsightly marks, then the client proofs it and probably will ask to have it edited more. Then the art director sees it and asks to maybe 'smooth out the makeup', or some more details. This is much more than simple light adjustments.
Your left with a bastardized representation of the original model.
I worked closely with a certain very high profile beauty/fashion international company and this was typically the process. They would actually release books of process of makeup, lighting and alterations including photo manipulation in screenshots and photos from begginning to end, so that other artists within the company could recreate the same exact style on a completely different human being. You can probably find one online with a simple search.
However, this does not only apply to fashion/hair/makeup/model images. News, Technology magazines, hobby brochures... everything. Almost every picture thats come across my desk is retouched in a significant way, more than just lighting and raw data changes.
Ive had a model say to me, "I wish I looked like me," this is while we were eating at a taco bell...
Now you have some myspace girl in Boise, Idaho wishing she looked like something that doesnt even exist in the real world. Little does she know that she should hire a 2 professional photographers, a makeup team, 12 lighting assistants, a photo retoucher, a spray artist, 2 graphic designers, 3 production managers, 2 art directors, a marketing team, and get an account with a publishing house. Meanwhile the graphic designer's wishing he could boink the image on his screen... afterall its an image he skillfully molded from the liking of his own creativity. But then he realizes she doesnt exist, and goes on meaninglessly hacking away at photos.
