ABSTRACT
Bodily exposure to the sun entails a biomedical health risk, aggravated by ozone depletion in the upper atmosphere. Growing awareness of the risk of skin cancers caused by sun exposure has both stimulated and been stimulated by several relatively new media practices, at least in summertime in the UK. These include the publication of burn-time information in national TV weather forecasts, a steady stream of print media features on sunbathing and skin care, and a welter of advertisements for ‘sun-care products’, particularly sunscreens and blocks. It is this last set, product ads in print magazines targeted at women, that we focus on in this chapter.
