The article regarding ad campaigns for breastfeeding left me with a few contradicting opinions.
Essentially, the DHHS was intending to use scare tactics as a way to grab mothers attention and
inform them of the health benefits of nursing. In reaction to this, the formula companies and
pharmaceutical companies argued that these ads were inclusive and did not take into
consideration the needs of mothers who cannot breastfeed for medical reasons and what not.
Furthermore the formula companies suggested using positive ads so that mothers wouldn’t
feel guilty or responsible if they were choosing not to breastfeed (Kaufman & Lee, 2007).
Essentially, the DHHS was intending to use scare tactics as a way to grab mothers attention and
inform them of the health benefits of nursing. In reaction to this, the formula companies and
pharmaceutical companies argued that these ads were inclusive and did not take into
consideration the needs of mothers who cannot breastfeed for medical reasons and what not.
Furthermore the formula companies suggested using positive ads so that mothers wouldn’t
feel guilty or responsible if they were choosing not to breastfeed (Kaufman & Lee, 2007).
Obviously, the formula companies are invested in this ad campaign because it would directly
affect their profits and sales. On one hand, I agree with the DHHS’s ad campaign in that it will
be an effective way to quickly increase breastfeeding rates. However, I strongly disagree with
the DHHS’s advertising campaign. Because this organization is intended to promote the health
and well being of a society I find it inappropriate that they would ostracize woman who cannot
breastfeed without offering healthy alternatives or other options. The strong images and slogans
they chose to publicize would not only enhance breast feeding rates but in doing so it would create
a culture that is disgusted by people who choose or cannot breastfeed. If this culture then takes
off, those specific populations who cannot breastfeed are then seen as being “abusive parents”
or putting their child at risk. I understand that is an extreme reaction, however with such a
powerful organization backing it up, it could be entirely possible.
affect their profits and sales. On one hand, I agree with the DHHS’s ad campaign in that it will
be an effective way to quickly increase breastfeeding rates. However, I strongly disagree with
the DHHS’s advertising campaign. Because this organization is intended to promote the health
and well being of a society I find it inappropriate that they would ostracize woman who cannot
breastfeed without offering healthy alternatives or other options. The strong images and slogans
they chose to publicize would not only enhance breast feeding rates but in doing so it would create
a culture that is disgusted by people who choose or cannot breastfeed. If this culture then takes
off, those specific populations who cannot breastfeed are then seen as being “abusive parents”
or putting their child at risk. I understand that is an extreme reaction, however with such a
powerful organization backing it up, it could be entirely possible.
In the end, the DHHS decided to tone down their breast feeding ads (Kaufman & Lee, 2007).
Although it pains me to side with companies like the formula industry, I do think that more
positively targeted ads would be the best route to take by an organization such as the DHHS.
If as an alternative, the DHHS was working alongside other companies or industries to improve
quality of formulas or with organizations that take donated breast milk… I may feel differently.
In that situation, the DHHS could argue a strong stance like that while providing healthy
alternatives for populations who cannot breastfeed.
Kaufman, M. & Lee, C. (2007) HHS toned down breast-feeding ads. The Washington Post, Article 7:
PARS International
Although it pains me to side with companies like the formula industry, I do think that more
positively targeted ads would be the best route to take by an organization such as the DHHS.
If as an alternative, the DHHS was working alongside other companies or industries to improve
quality of formulas or with organizations that take donated breast milk… I may feel differently.
In that situation, the DHHS could argue a strong stance like that while providing healthy
alternatives for populations who cannot breastfeed.
Kaufman, M. & Lee, C. (2007) HHS toned down breast-feeding ads. The Washington Post, Article 7:
PARS International
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