Say you have a torso bone with a torso image attached that you want to change the size of. Scaling the torso bone does what you want, but also scales the arms and head which are attached to the torso bone. So, create a new bone that is the child of the torso bone, maybe named "torso image". Then move the torso image to be parented to the "torso image" bone. Now scale the "torso image" bone and your arms and head won't be affected.
Another solution could be to disable scale inheritance on the arms and head, allow you to scale or shear the torso without affecting the arms or head. However, a bone gives you more control, since you can also rotate and/or translate. Also note in 3.5 disable inherit rotate and scale will change slightly (see the beta).