You might be on summer vacation but we aren’t.

 

Even on cloudy days, sand and water reflect at least 85 % of the sun’s rays, which means you can still get sunburned if you’re not using sunscreen.  Too much sun now might result in skin cancer when you’re older.

 

Protect yourself NOW and use Coppertone Kids Glitter Sunblock every day!

 

 

Coppertone Kids Glitter Sunblock protects skin from the harmful rays of the sun.  This SPF 30 lotion lasts up to 6 hours and provides UVA/UVB protection.  It’s hypoallergenic, oil-free, and dermatologist-tested. 

 

Sparkle, shimmer and shine in the sun without the burn!

For more information on protecting your family in the sun, visit us at www.coppertone.com.

 

Images are courtesy of www.coppertone.com and www.maderacountry.com.

 

Ad Analysis

Description: This ad is for Coppertone Kids Glitter Sunblock lotion.  It features a cartoon drawing of a girl on a beach towel holding a bottle of sunblock lotion.  The girl is a young adolescent.  She is wearing a two-piece bathing suit and a beach cover-up. 

 

The copy contains information on the effects of overexposure to the sun, as well as product information for sun protection.  For more information, consumers can visit the company’s website and view other products and learn about preventing skin cancer.

 

Intended message: The intended message is to encourage young girls to protect themselves in the sun by using sunblock.  School might be out for the summer, but this isn’t the time to slack off at the beach.  Though the ad is for a specific product, the goal is to raise awareness for adolescents and promote consistent, everyday use of sunscreen to prevent future complications from overexposure to the sun.

 

Audience: This ad is targeted at young adolescent girls and their parents.  This ad could run in teen magazines, such as YM or Teen, as well as parenting magazines, such as Parents magazine.

 

Concept: Girls are constantly bombarded by images of “beauty” in our society, without the benefit of the learning the consequences for certain actions, like suntanning.  However, this product appeals to the audience because it incorporates a fashion trend.  Market research shows glitter is a popular cosmetic product among adolescent girls.  This product meets the needs of self-conscious adolescent girls while simultaneously protecting against a greater health risk. 

 

This ad would be part of a campaign, with other ads featuring adolescents of various ethnicities.  It is a fallacy that only people with white skin get sunburned.  Ads for other products would also feature adolescent boys, since the attitude that beautiful people are suntanned is not limited to females.