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/

Celeb Endorsement: Mischa Barton

“I feel very strongly about supporting The Institute of Cancer Research's SAFE Campaign. I spend a lot of my life in the sun and know how important it is to be sun aware and protect your skin.” – Mischa Barton

http://www.celebritybrands.net/skin-n-nails/mischa-bartons-safe-sun-message/

Mischa Barton is a spokesperson for the SAFE (Skin Awareness for Everyone) campaign

Classical Conditioning: Intensity

This is What skin cancer looks like!

This is a warning to all tanners, to use sunscreen:

Classical Conditioning: Get that Glow

When you use sunscreen, you get a nice glow! Nobody likes burns, but everybody likes a nice tan!

Classical Conditioning: Sunscreen can be Sexy

Using sunscreen is not only safe, but sexy and smart! So rub it on!!

Social Engineering

The government, along with many different cancer research foundations, has paid for commercials and programs to educate the public about the dangers of sun exposure. Despite the public knowledge, it has not been enough to discourage those people obsessed with tanning, to stop. People know the risks but until they see the damage, they won’t believe it, and that could take years.

Technological Fix

The invention of sunscreen can be considered a technological fix. The creation of sunscreen that acts immediately, rather than in twenty minutes after application would be a better fix. The trouble with sunscreen is that it needs to be applied a while before going into the sun since it is not effective for the twenty minutes or so. Another problem is that it is a lifestyle change to get used to always applying it before going out, and most people don’t think about how important it is to make that change. Finally, many people are put off by the chemical ingredients in sunscreen and wrongfully feel that is healthier to skip it altogether.

Another technological fix is "tan in a can", or a bronzer that creates the apperance of a tan, without having to go in the sun. The downside of this fix is that alot of people don't know how to use it properly, and fake tans can look too artificial and streaky.

A Rising trend in Skin Cancer

Over the last two decades, the public has begun to really learn about the danger of sun exposure. Despite the amount of time and money that has been invested in teaching the public about the importance of sun safety, the reported cases of melanoma have been rapidly rising. One of the contributing factors to this problem is that the effects of UV exposure do not show up for years, so young people continue to spend hours in the sun and not believe that they are damaging their skin. Many people, especially women, who spent their youths without sunscreen, are facing the dangerous effects in their older years.

Tanning booths have made this problem worse because people have a false impression that being in the sun is less damaging than being in a tanning booth, so they don’t think it’s so bad to skip on the sunscreen. The popularity of convertibles is another problem since many people don’t think about how much exposure they are getting while driving in an open car, and don’t think about applying sunscreen.


Here are links for more information

http://http//www.empowher.com/news/herarticle/2009/07/24/despite-repeat-warnings-skin-cancer-continues-rise-among-women

http://www.blogger.com/www.skincancer.org/