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Cited by 14Skin Protection and AgingSmoking Behavior and CessationMedia, Gender, and Advertising

Sun Care Advertising in Popular U.S. Magazines

Lee, Eric T., O'Riordan, David, Swetter, Susan M., Demierre, Marie-France, Brooks, Katie, Geller, Alan C.·2006·American Journal of Health Promotion
DOI 10.4278/0890-1171-20.5.349
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Abstract

Purpose.: We assessed the placement of magazine advertising for sun care products to lay the groundwork for broader promotion to more diverse and high-risk demographic groups. Methods.: We reviewed 579 issues of 24 magazines published between the months of May and September from 1997 to 2002. We conducted a cover-to-cover review of top-selling magazines for men, women, teens, parents, travelers, and outdoor recreation users. We determined if there were any advertisements for the following sun care products: sun tanning lotions containing sun protection factor (SPF), sunless tanners without SPF, sunscreen with SPF, moisturizers with SPF, or cosmetics with SPF (which include sunless tanners containing SPF). Results.: Sun care products, including sunscreens, were advertised primarily in women's magazines (77%). Nearly two thirds of all sun care products advertised were either for cosmetics (38%) or moisturizers (26%) containing SPF, followed by ads for sunscreen sold as a stand-alone product (19%). None of the ads contained all of the recommendations for safe use of sunscreen: a minimum SPF of 15, both UVA and UVB protection, reapplication instructions, and an adequate application coverage of 2 milligrams per square centimeter. Discussion.: Magazine advertising to men, travelers, outdoor recreation users, and parents/ families (totaling a circulation of 41 million readers) during this six-year period were far fewer than those for women, despite high rates of excessive sun exposure in these groups.

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Crossref · 10.4278/0890-1171-20.5.349

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  • Men may view sunscreen as non-masculine, messy, or inconvenient, and sunscreen ads target women more often than men.

    “Men may view sunscreen as non-masculine, messy, or inconvenient,22, 23 and sunscreen ads target women more often than men.24,25”

    From Patterns of sunscreen use on the face and other exposed skin among US adults (2015) · cites this paper as [25]

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Authors
Lee, E. T., O'Riordan, D., Swetter, S. M., Demierre, M.-F., Brooks, K., & Geller, A. C.
Affiliations
  • Boston University (US)
  • Eric T. Lee, MA, is a second-year medical student with the Boston University School of Medicine, Boston, Massachusetts. David O'Riordan, PhD, is with the Cancer Research Center of Hawaii, Honolulu, Hawaii. Susan M. Swetter, MD, is with the Dermatology Service, Veterans Affairs Palo Alto Health Care System, Palo Alto, California. Marie-France Demierre, MD; Katie Brooks, MPH; and Alan C. Geller, MPH, RN, are with the Department of Dermatology, Boston University School of Medicine, Boston, Massachusetts
Corresponding author
Geller, Alan C.
ORCID
Venue
American Journal of Health Promotion
Publisher
SAGE Publications
Published
2006-05
Volume
20
Issue
5
Pages
349-352
ISSN
  • 0890-1171 (ISSN-L)
  • 2168-6602
DOI
10.4278/0890-1171-20.5.349
OpenAlex
W2026514237
Cited by
14
References
11
Citations by year
2025: 1 · 2021: 1 · 2019: 1 · 2016: 2 · 2015: 2 · 2012: 3
FWCI
0.35
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • American Journal of Health Promotion (publishedVersion)
  • PubMed (publishedVersion)
Topics
  • Health Sciences › Medicine › Dermatology › Skin Protection and Aging
  • Health Sciences › Medicine › Physiology › Smoking Behavior and Cessation
  • Social Sciences › Gender Studies › Media, Gender, and Advertising
Keywords
sunscreen, sunless tanning, sun protection factor, magazine advertising, gender differences in advertising
MeSH terms
Advertising, Cosmetics, Drug Industry, Drug Labeling, Female, Humans, Male, Periodicals as Topic, Sex Factors, Sunburn, Sunscreening Agents, Ultraviolet Rays, United States, Bibliometrics, Skin Care

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