For all you letter writers there is currently an ad running on TV for a  
large grocery store chain, Stop and Shop, that has stores in most New  England and 
Mid-Atlantic states (USA).  The ads depict families who  use the store for 
affordable goods, etc.  One such ad shows a mother of  two, with a young toddler 
and newborn, and her husband bottle feeds the infant  at the start of the ad 
while moms talks; toddler is also shown at end  of ad walking off drinking 
from a bottle.  The ad can be viewed online  at _www.stopandshop.tv/_ 
(http://www.stopandshop.tv/)   and  actually contains more than is shown on TV that I've 
seen, of greatest  consternation, a close-up of baby bottle feeding.
 
Will post any reply I receive from my online letter which I'm sending to  
"contact us" at bottom of web page.
This ties into Morgan's thought provoking post about the bottle icon and  its 
prevalence.  When my husband and I have discussed the past US  breastfeeding 
ad campaign, he's expressed his opinion that modeling  breastfeeding as norm 
would have more of an impact.  This has made me think  that ads of 
breastfeeding mothers in all sorts of situations, while working from  home on the 
computer, while reading to a sibling, while in a sling and going for  a walk, might 
help to chip away at the bottle=baby mentality.  I have  forever changed my way 
of viewing baby photos where baby is alone and not in  arms since attending a 
conference with James McKenna who showed a beautiful baby  photo that elicited 
oohs and ahhs from the audience.  He went on to inform  us that in other 
cultures this same photo caused the audience much discomfort  because baby was 
alone and mother was missing.  So compelling was this for  me that when I now see 
baby photos without baby being held, if not by mom, at  least by someone, I 
feel sadness.
 
Barbara Latterner, BSN, RN, IBCLC
Brewster, NY



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