"Oh yeah, they're looking": A thematic analysis of indoor UV tanning industry advertising and articles.

Skin cancers are becoming more prevalent even though many can be prevented. Women are more knowledgeable than men about skin cancer, yet they are more likely to sunbathe deliberately and to use artificial tanning equipment. The purpose of this article is to examine messages that women receive about the benefits of a tan. Particularly, we focused on how the indoor UV tanning industry represents the value of a tan to women. We subjected five issues of Smart Tan Canada to thematic analysis. We examined language in advertisements and articles that promote an artificial tan to women. Four themes emerged: Be Beautiful and Sexy; Look Young; Feel Better; and Science, Health, and Nature. These themes are especially effective in a culture that routinely objectifies women and places a high degree of value on their appearance. We suggest that appearance-based interventions, media literacy training, and legislation could counteract the messages in the themes.

Adolescents' reasons for tanning and appearance motives: a preliminary study.

We examined adolescents' reasons for tanning and how these relate to appearance evaluation and orientation. Two hundred and sixty-four Canadian adolescents (age range 15-19 years) in grades 10, 11, and 12 completed a survey that included scales measuring their reasons for tanning, appearance evaluation, and appearance orientation. It was found that girls and boys differed on four of nine subscales measuring reasons for tanning. Girls believed more strongly than boys that tanning improved their general appearance and that friends influenced their decision to tan. Girls also expressed less concern than boys that tanning caused immediate skin damage or premature aging. The pattern of correlations between the reasons for tanning and appearance orientation was similar for girls and boys. For both, appearance reasons for tanning and sociocultural influences on tanning were positively associated with appearance orientation. Suggestions for future research with adolescents and a proposal for a guiding model are provided.