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Memorial Day weekend is over, and men across the U.S. are perched gingerly in their cubes, nursing painful, lobsterlike sunburns. Is this because they are stupid and oblivious and lack even a basic appreciation for skin-care products? Probably. But maybe advertising can shoulder some of the blame, too. According to a new study, 77 percent of sunscreen ads published between 1997 and 2002 appeared in women’s magazines. (The study looked at 783 ads in a total of 579 summer issues of 24 publications.)
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