Lee Eric T, O'Riordan David, Swetter Susan M, Demierre Marie-France, Brooks Katie, Geller Alan C
Boston University School of Medicine, Boston, MA 02118, USA.
Am J Health Promot. 2006 May-Jun;20(5):349-52. doi: 10.4278/0890-1171-20.5.349.
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.
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.
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.
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.
我们评估了防晒产品杂志广告的投放情况，以便为向更多样化的高风险人群进行更广泛的推广奠定基础。
我们查阅了1997年至2002年5月至9月期间出版的24种杂志的579期。我们对面向男性、女性、青少年、父母、旅行者和户外休闲使用者的畅销杂志进行了逐页审查。我们确定是否有以下防晒产品的广告：含有防晒系数（SPF）的晒黑乳液、不含SPF的免晒古铜色产品、含SPF的防晒霜、含SPF的保湿霜或含SPF的化妆品（包括含SPF的免晒古铜色产品）。
包括防晒霜在内的防晒产品主要在女性杂志上做广告（77%）。所有做广告的防晒产品中，近三分之二是针对含SPF的化妆品（38%）或保湿霜（26%），其次是单独作为产品销售的防晒霜广告（19%）。没有一则广告包含防晒霜安全使用的所有建议：最低SPF为15、同时具备UVA和UVB防护、重新涂抹说明以及每平方厘米2毫克的足够涂抹量。
在这六年期间，针对男性、旅行者、户外休闲使用者以及父母/家庭（读者总数达4100万）的杂志广告，远少于针对女性的广告，尽管这些人群过度暴露在阳光下的比例很高。
