Kang Hannah, Walsh-Childers Kim
a Mass Communication, University of Florida.
Health Commun. 2014;29(1):1-12. doi: 10.1080/10410236.2012.712878. Epub 2012 Oct 15.
This study analyzed the content of sun-care product advertisements in five major U.S. parenting magazines with high circulation: Family Circle, Parents, Family Fun, Parenting (Early Years), and Parenting (School Years). The study examined what information sun-care product advertisements tell parents about skin cancer prevention and about sunscreen use for themselves or for their children based on the Health Belief Model concepts of perceived benefits and perceived barriers. Results showed that the most commonly mentioned benefit of the product was that it blocks ultraviolet A (UVA) and ultraviolet B (UVB) rays. One-third of the ads promoted the product's effectiveness in overcoming four of the barriers that prevent people from using sunscreens: eye irritation, skin irritation, an unpleasant smell, and the need to reapply sunscreen too often or after physical activity. However, only a few of the ads provided information about the consequences of unprotected sun exposure or mentioned methods of sun protection or skin cancer prevention other than sunscreen use. We discuss the implications of these messages for parents' ability to understand correctly how to protect their children from damaging sun exposure.
本研究分析了美国发行量很大的五本主要育儿杂志上防晒产品广告的内容，这五本杂志分别是《家庭圈》《父母》《家庭乐趣》《育儿（幼儿版）》和《育儿（学龄版）》。该研究基于健康信念模型中感知益处和感知障碍的概念，考察了防晒产品广告向父母传达了哪些关于预防皮肤癌以及父母自身或其子女使用防晒霜的信息。结果显示，产品最常被提及的益处是它能阻挡紫外线A（UVA）和紫外线B（UVB）。三分之一的广告宣传了该产品在克服妨碍人们使用防晒霜的四个障碍方面的有效性，这四个障碍分别是眼睛刺激、皮肤刺激、气味难闻以及需要频繁重新涂抹防晒霜或在体育活动后重新涂抹。然而，只有少数广告提供了关于无防护日光暴露后果的信息，或者提及了除使用防晒霜之外的防晒或预防皮肤癌的方法。我们讨论了这些信息对于父母正确理解如何保护其子女免受有害日光照射能力的影响。
