Effects of Media Images on Attitudes Toward Tanning

Two experiments evaluated the effects of exposure to pictures of suntanned and untanned fashion models on attitudes regarding the importance of having a tan. In Experiment 1, 128 women were randomly assigned to view images of photographer's models that had been digitally altered to make it appear that the model either did or did not have a tan. Participants who viewed images of the models without a tan expressed significantly less positive attitudes toward tanning than did those who viewed the same models with a tan. In Experiment 2, 169 women were randomly assigned to view advertisements taken from fashion and beauty magazines that contained models who appeared to have suntanned skin, models who appeared not to have a tan, or no models at all. The results demonstrated that participants who viewed ads depicting models with untanned skin expressed less favorable attitudes toward tanning than did those who viewed control ads or those who viewed tan models. Given escalating skincancer rates, it is important to examine the role that media exposure may play in promoting risky behaviors.