Tanning and Sun-Protection Portrayal in Magazine Images

Abstract

E xposure to UV radiation is the most common environmental risk factor for the development of melanoma and nonmelanoma skin cancer. It has also been established that cutaneous melanoma is correlated with number of lifetime sunburns. 1 While adults and adolescents have become more aware of this link, tanning remains prevalent, and use of effective sun protection remains low in the United States, particularly among young women. 2,3 Previous studies of magazine images have come to contradictory conclusions regarding younger models and portrayal of tanned skin and use of sun protection. 4,5 Methods. The purpose of this study is to determine whether fashion magazine images differentially promote tanning and sun-protection practices to young women compared with older women. We examined white models in 2 popular United States fashion magazines targeting audiences of adolescent girls (Seventeen) and mature women (In Style) during the months of May through July 2009 (n=346 images). All photographs of one-half page or larger showing 4 models or fewer were independently coded by 2 of us, and differences were resolved by consensus. Tan level was assessed relative to 4 reference photographs of a model with graded tans used in previous studies. 6 For models portrayed outdoors, sunprotection practices including staying in the shade, wearing sun-protective hats, and the amount of clothing cover were also assessed.

Skin deep: Coverage of skin cancer and recreational tanning in Canadian women’s magazines (2000–2012)

“…With such high reading grade levels, readers tend to focus even more on images. The promotion of the tanned look as attractive has been reported elsewhere in Australian magazine content, 21 but we were particularly concerned that even in images accompanying Canadian articles about skin cancer and tanning, this beauty ideal was present. Approximately 77% of Canadian adults report that an important reason for using tanning equipment is to look better and 29% of Canadian women try to tan from the sun or tanning equipment.…”

Trending on Pinterest: an examination of pins about skin tanning

“…Even among nontanners searching for fashion or style, pins about tanning may come up, showcasing current trends around tanning. Borrowing from the literature on tanning portrayal in magazines, research informs us that celebrity models in magazines are portrayed with significantly fewer sun protective hats and clothing cover [48], possibly signaling a norm around (un)safe sun behaviors. Similarly, the frequent portrayal of skin tanning practices (such as laying out in the sun or indoor tanning, engaging in tanning with friends) in visual pins on Pinterest may contribute to general acceptance of norms about skin tanning offline and send the "bandwagon" message, that is, everyone around the user is engaging in the similar behavior [36].…”

Implications of Lessons Learned From Tobacco Control for Tanning Bed Reform

“…Although acceptance of a natural skin tone is the best public health outcome, social norms and predominant media imagery that suggest that a suntan is fashionable are difficult to fight (16,17). Alternative measures are available, such as spray-on tans and lotions that produce a tanned skin tone without the health risks associated with tanning bed use or sun tanning.…”