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“21 Cool Sun Tan Adverts from the 1960s and 1970s.” Be the Flower in the Gun: The
Story Behind the Historic Photograph "Flower Power" in 1967 ~, 16 June 2015,
www.vintag.es/2015/06/21-cool-sun-tan-adverts-from-1960s-and.html.
“Coppertone (Sunscreen).” Wikipedia, Wikimedia Foundation, 28 June 2018,
en.wikipedia.org/wiki/Coppertone_(sunscreen).
“Jergens Natural Glow TV Commercial, 'No Tan Lines' Featuring Leslie Mann.”
ISpot.tv, www.ispot.tv/ad/wQQb/jergens-natural-glow-no-tan-lines-
featuring-leslie-mann.
Jfowles.html, www.cyberpat.com/shirlsite/education/essay2/jfowles.html.
“Original Australian SATAN SUN TAN LOTION AD SEA BEACH 1965 Vintage Print Ad
SSV.” Pinterest, www.pinterest.com/pin/212161832427006785/?lp=true.

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Evolution:
The ads mainly demonstrate how progressive our society has gotten since the 1940s. Society no longer feels the need to use naked bodies to catch people's attention and realises the sexism of this act. Society no longer focuses mainly on the sexual factor of the product but rather the function itself.
Conclusion:
By witnessing the ads for tanning oils, there are underlying messages that could be found. It is not just selling the fact that you can get tanner from the product but also implies the attention and possible relationships someone can receive because of the beauty this product brings the consumer.

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Audience: White women and Men in older age groups
Mood: Romantic and adventurous. Also fun-loving and positive because of the setting of the beach at sunset and the couple in it. Light colors and the sunset also establish the romantic and positive mood of the ad.
People and Objects: This ad only features the ocean. This is because it is trying to promote the romance factor of the product. The couple is watching the sunset in the ocean and the ad tries to promote this romantic idea that you will find romance if you use this product.
Context: “To give you a devilish tan this summer”. The reason for this word choice is because the product is called Satan and that slogan goes with the devil theme. This catches people’s attention and will promote the mischievous tone of the product.
Appeals:
Need for Affiliations- The couple in the ad promotes this idea
Need for aesthetic sensations - The peaceful setting of the beach
Need for Sex- Wardrobe choice of Undergarments

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Audience: Mainly young women for this ad specifically.
Mood: The general mood of the ad is positive, adventurous and romantic which are all moods that are very appealing to general audiences. It is established because of the activities the people in the ads are doing like riding in convertibles or going in the ocean all in bikinis. The light tones as well establish the positive tone
People and Objects: Surfboards and cars with no roofs. Obviously these objects are thought out to promote the free-spirited and fun moods of the ad.
Context: "The New Tan in Town" is the play on words used. This specific word choice is used for multiple reasons one being that it shows that if you use this product and have a tan you will be the talk of the town and get a lot of attention.
Appeals:
Need for attention - boys in the ad demonstrate this
Need for sex - sexual attention she is receiving
Need for affiliation- Implying that you will get romantic affiliation

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Audience: Mainly girls, especially because it is a mother daughter relationship in the ad.

Mood: Humorous, fun.  The bright colors and jokes being said in the ad lighten the mood.  Seems to be set in a backyard, maybe hers, so it makes it more personal.
People and Objects: Leslie Mann, a famous actress, is in the ad with her daughter (maybe).  Both white female characters who are in the upper class.  This is also the ad with the most conservative clothing, they are in full clothes rather than a bathing suit.  only objects in the ad are the products at  the end.
Context: Everything ties together to reach the overall humorous and fun mood of the ad.
Appeals:
Need for affiliation- there is interaction between the daughter and mother, it appeals to those who want to have connections with others
Need for prominence- Leslie Mann is a celebrity, and the ad is implying that if you use the product, the consumer will be as well respected as celebrities are
Need for attention- in the ad, her daughter is giving her attention for using the product, so if a consumer uses the products they will receive attention as well
Need for aesthetic sensations- the ad is visually pleasing, with nice colors and everything is well put together

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2018

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Jergens Natural Glow TV Commercial, 'No Tan Lines' Featuring Leslie Mann

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Leslie Mann has a secret to share with her daughter: she doesn't have any tan lines! Her daughter, perplexed by this confession, is just hoping that Leslie's lack of tan lines is due to her use of Jergens Natural Glow and not some sort of nude beach situation.

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1982

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1965

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                                                THESIS 

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                                                THESIS 

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Due to society’s current enlightened feminist views sun tan advertisements have progressively gotten less sexual and advertisers no longer feel the need to hypersexualize bodies to attract attention to the product.

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Audience: Everyone, but women are the main consumers.
Mood: Very bright and playful, because there are such bright colors used and the characters used are playful.
People and Objects: A young white female women is the main character, and a small black puppy is also in the ad.  Because they are so young and the dog is playing with the girl, it makes the ad more playful and humorous.  The girl is also the wearing the least clothes out of all the ads, even though she is young it is still sexualizing her.
Context: Minimal words, not even a picture of the product.  It is set on a beach with bright colors.
Appeals:
Need for attention- if you use Coppertone Suntan Products you will get attention for your tan, even though it is not shown
Need to escape- set on a beach with blue skies and palm trees
Need for autonomy- She is alone, although young her parents are not in the ad and she is independent
Need for aesthetic sensations- visually pleasing

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1944