Lauren Alex O’Hagan, The Open University and Lame M. Kenalemang-Palm, Shanghai University
In the depths of winter, sunscreen might not be top of many people’s shopping lists. Yet it remains a staple in most households, and many of us are encouraged to use it year-round. But sunscreen’s history reveals more than just protection from the sun.
For decades, sunscreen advertising has shaped beauty ideals, dictated how women’s bodies should look and reinforced social norms.
Our recent study analyses historical and contemporary advertising campaigns and shows how these messages have endured, continuing to influence ideas about gender, health and personal responsibility. These messages are not only about safety or wellbeing, but about staying youthful, attractive and socially acceptable.
This article is republished from The Conversation under a Creative Commons license. Read the original article.
Main image: Armin Rimondi, Pexels.com
