Review of Messages

The first message is designed to induce fear, by portraying a woman tanning while a funeral is in procession around her. The message is a reminder to all that being in the sun will likely kill you, unless you take the proper precautions.

The second message gives a very detailed explanation of why being protected from the sun is crucial, along with other important information such as the role skin tone and hair color play, and how men and women are affected differently. The message also includes a variety of methods to stay safe, and uses logic as a way to get people to adopt this behavior.

The final message is a reminder for people to stay safe in the sun. The information is not new so its not trying to educate people, but remind them instead. The graphics and the captions are there to grab the attention of the viewer, and to persuade them to wear sunscreen, without having to think about it in depth.

Simple Message: Play Safe, Save Your Life

This is a message from MLB and the National Council Skin Cancer Prevention. The message is a reminder to be safe in the sun, when spending time outside. There are a number of distractors in this advertisement, mainly graphics and pictures, but also captions reminding people about skin cancer (ex: "It could Save Your Life")

Central Route Message: Melanoma and You

This message is a very in-depth explanation of melanoma, and how dangerous it is. There is alot of information in this message, for the reader to absorb and learn from.

Fear Inducing Message: You Are Killing Yourself

The message in this ad is that there is a real risk of dying from melanoma if one chooses to spend time in the sun, without sun protection. There is a way to protect oneself from this occurrence (unlike the girl in the example who is "as good as dead") by using sunscreen, and "sun proofing oneself."

Recap of Messages

The first two messages that I used are classical conditioning methods to help people associate the use of sunscreen with something they already like. The first is a picture of a sexy woman, who is rubbing sunscreen on her self, with a gorgeous ocean background. The second is of a woman with a very healthy tan and a big smile, who looks like she is about to go run into the water and is having alot of fun (while using sunscreen.)

The next message that I used is also the classical conditioning method, the use of intensity. The message is a reminder to wear sunscreen and a loud, bold, and graphic picture of what skin cancer looks like.

The following two messages are from celebrity endorsers. Both Leona Lewis and Mischa Barton have millions of admirers and they are using their celebrity to remind people, that even they use sunscreen. Both of these young women are a very healthy skin color, and the adolescents who wish to emulate them are going to notice that.

My last message discusses how a subliminal message that emphasizes sex appeal, will be sucessful and pursueding people to protect themselves from the sun.

Subliminal Messaging

The goal is to get people to adopt the habit of using sunscreen if they are planning on being in the sun for a period of time. An advertisement to persuade people, using subliminal messaging, to use sunscreen should try and create a sexual association to its use. I would use a woman and a man, on a beach, and both should be glistening (to create the apperance that they are both covered in sunscreen.) One should be holding a bottle of Coppertone or Banana Boat, and the other should be applying it to him or herself and both should be looking at eachother lustfully. I would make the clouds in the backround portray the sillhuette of a couple kissing, but make it almost unoticable.

Celeb Endorsement: Leona Lewis

"This campaign is so important because young people really need to know how to stay safe in the sun," says Leona. "I want to encourage teenagers to realise that whether you're in the UK or abroad, it's vital to cover up and use a sun cream with an SPF of 30 or above. It's time to respect your skin!" - Leona Lewis





Leona Lewis is the face of Teenage Cancer Trust's summer sun safety campaign, Shunburn

http://london.jollypeople.com/leona-lewis-shunburn/
http://www.leona-lewis.net/shunburn-photo-shoot/