Thanks to Jennifer and Marianne for sharing there thoughts about the 
Ameda ad and the others who have written to me privately. I've gotten 
some really inspired ideas that I have passed along to my co-workers. 
Please feel free to write to me any time.  Thanks again, everyone!

Nancy Mohrbacher, IBCLC
Lactation Consultant, Ameda Breastfeeding Products
Chicago Suburbs, where the weather has warmed up a bit, thank goodness

>Jennifer Tow wrote: 
>  
>
>Janice wrote:
>
>"In my experience - in advertising & sales, perception is more important than
>reality.
>
>.  It doesn't matter what the ad exactly said, what is important is what
>people THINK the ad said (ie, what they came away with, after seeing the
>ad).
>
>The fact that many people think the ad said that breastfeeding makes the
>breasts flat, is what is important, not the actual words that are said." 
>
>This was exactly my point about the Ameda ad. An advertiser cares how the target audience reads an ad and in 
>general will make every effort to avoid controversy, b/c one cannot control the direction of controversy. It is one of the 
>most difficult things about working in the creative end of advertising (designer, writer, art director, creative director)
>--most creative ideas never make it off the drawing pad and are watered down long before the public sees them 
>(look at the Breastfeeding Campaign). Well-known companies often rely on simply offering a variation on a theme 
>(different size, flavor, etc) to increase market share, rather than taking any risks with their advertising. PR is a very
>important tool for these companies, b/c everyone already knows what their product is and what is does. PR can maintain
>brand loyalty. We all know that samples and freebies do that as well--it brings "added value" to the product.
>
>If I want to put a new toilet paper brand on the market, I do not need to convince people that toilet paper is a good idea
>--I need to create a point of difference between my brand end everyone else's--a brand identity. If I am launching a product 
>that has never been on the market before, then I need to both get my brand noticed and get people interested in the new
>product. Creating a market share where there was none is very difficult and this is where companies will often take
>creative risks in getting noticed. 
>
>Janice wrote:
>"This outcome may the result of the ad's visuals, and the text, combined with
>our current culture.  A person's cultural experience will alter the way they
>understand the ad.  The fact is, right now, probably the majority of people
>are aware of the belief that breastfeeding ruins your breasts, so many
>people may "read" the ad in that way.
>
>I have no idea whether Suave intended this effect or not, and I also have no
>idea whether this is good for breastfeeding advocacy or not.  Yes, the
>visual images of breastfeeding seem to be good.
>
>The fact that this commercial may have gotten people talking about
>breastfeeding - is in itself, good for breastfeeding advocacy.  Because, in
>the end, we have truth on our side, and in the end the world WILL return to
>a breastfeeding society, because it is "RIGHT".
>
>Suave has been around for a long time and likely needs to maintain brand loyalty while expanding to a younger audience.
>This ad would be geared to the younger audience, I would think. Its intention is not to convicne people to buy shampoo, but
>rather to create a point of difference--our brand does something the others don't do. Even if all the brands make your hair 
>full, the perception would be otherwise. What does surprise me is that a company this large would have probably done some 
>kind of testing for its ad and would have gotten mixed responses about the breastfeeding. Hard to know if they might have 
>decided that was okay--not a risk--maybe moms whose breasts are flat would at least like full hair!! 
>
>Janice:
>"(Smart companies will always test their ads to see the ACTUAL effect the ad
>had on the consumer, they don't just rely on what they wrote in the ad.
>They don't assume that the consumer will take that information in, just the
>way it was written)"
>
>Back to the Ameda ad--Ameda has a lot of competition, so it has to convince people its product is better than 
>the others. That is what is so odd to me about this ad--it doesn't create a point of difference. As I see it, it simply 
>promotes the use of a breast pump. One could argue it promotes it for the sake of mothers who need one or one
>could see it as an attempt to grow the market for pumps. At some point, any company is going to look at who
>might "need" their product who doesn't already perceive a need. This is part of the basics of advertising--create
>a need for the product. No one needs soda, but people think they do, b/c that is how advertising works.
>
>That's why it would not occur to me the offer a better copy suggestion--I have no desire to assist in the promotion of 
>breast pumps. I know that women need them and I want them to have the best pumps possible, but I think marketing 
>pumps should be just as utilitarian as the marketing of any product that might interfere with breastfeeding. I do not think
>it should be glamorized in any way. So, what I want to see form all pump companies are ads that convey the quality of 
>that particular brand over another, not ads that imply that pumping is a normal part of breastfeeding a baby..
>_
>
>
>Marianne writes:
>
>Nancy was kind enough to send me the ad, so I could have a look at the =
>whole thing.
>It's not, Jennifer, that I'm desperately longing to improve the text for =
>Ameda (for free), it's just that I'm challenged by text and as an editor =
>I'm always trying to get the right message across.
>I remember one case, in which our board worded something like this: "You =
>can make a reservation for an answering machine to better regulate the =
>calls you get as a volunteer and to prevent them from interfering too =
>much with your family life. However, we cannot send the answering =
>machines to your home address." I noted this was not true: of course we =
>CAN send them, but we don't WANT to send them, as it is much cheaper for =
>the association if the collegues pick them up at the next study day, so =
>it's better use of the budget. So, don't hide behind "we CANNOT"; just =
>be honest and say "WE DECIDED NOT TO" and explain why.
>
>All of these things are very interesting, because in the above example, =
>it is about taking responsibility and showing enough strength to stand =
>for what you decided, even if others may disagree.
>I think this is the issue in many situations: fear of saying what one =
>really wants to say, either 'good' or 'bad', fear of taking a stand and =
>stick with it.
>I think that is what the pumping-issue is about, too: baby is important, =
>but when it comes to priorities, earning a salary comes first (even if =
>that salary serves the family that baby is part of), so the baby will =
>have to spend time in daycare or wherever to allow mom to work. Because =
>she loves her baby and wants to breastfeed, she is willing to express, =
>in order to be able to give the best milk, even though she cannot give =
>it in the best way: straight at breast.
>This is in fact the stand that is taken by working/expressing moms, but =
>are we all willing to show enough strength to say this...? Are we able =
>to admit that life is about making choices...?
>A different thing, of course, is pumping for an ill child or for some =
>other medical reason. In that case, moms spend A LOT of time pumping, =
>time that is taken away from the time that can be spend with the baby, =
>but meant to offer him/her the best nutrition possible.
>So: what does Ameda want to say? What is the stand they are willing to =
>take responsibility for? What is their choice? Well, it's simple, I =
>suppose: they want to sell pumps. But are they willing to 'express' that =
>plain and simple message...?
>Admitted: I'm a very uncommercial person. I will have to learn and bring =
>business cards with me, once I'm allowed to put 'IBCLC' behind my name. =
>So I don't even know if it is wise to let me edit a commercial text... =
>hahaha. Never mind; I love text (like Diane) and I love breastfeeding, =
>so I'll give it a try. (And I realize I'm taking a stand, too, one that =
>people may disagree upon, but that's fine. ;-))
>
>"EXPRESS YOUR LOVE.
>
>**I think this is a clever finding, considering the fact that we would =
>probably all agree that bf is about expressing and sharing your love.
>
>You love being a mother.
>
>**More love, and the mother is addressed directly. The ad aims at moms =
>feeling good about themselves.
>
>But being a mother takes time.
>
>**Hey, something goes wrong here... The word BUT always means that there =
>is a contradiction between the first and the latter part of a sentence, =
>with the latter one to be true, the one after BUT.
>I have decided long ago that to check if BUT was appropriate, I would =
>add: (this isn't true because...)
>Example: The weather is nice, BUT (this isn't true because) it's cold. =
>(You say it's nice, but in fact you hate it for being so cold.)
>Or the other way 'round: It's cold, BUT (this isn't true because) the =
>weather is nice. (It's cold, but you love being outside in a warm coat =
>and enjoy the winter season.)
>Funny, right? With BUT, you turn the meaning around.
>So, in this case: You love being a mother, BUT (this isn't true because) =
>being a mother takes time.
>These two little sentences imply a contradiction resulting from the BUT.
>Result: Being a mother is supposed to be nice and something you love, =
>but in fact it is often a drag, because it eats up all your time.
>(And then combined with the next sentence... it gets even worse! It eats =
>up quality time!)
>
>Quality time your baby needs.
>
>**The two sentences together constitute a really weird meaning: Being a =
>mother takes quality time that ought to be spent on your baby. Huh?!?! =
>How can this be possible? How can being a mom take away time that your =
>baby needs? You being a mom is ALL your baby needs! Of course that takes =
>time! It is a matter of investing time in your growing infant, because =
>that is all that being a mother is about.
>I think this is what several among us have deduced from the ad and I =
>must admit: that is how I feel, too. By the way... I hate this term =
>'quality time'. Planning it, doesn't guarantee time to be of good =
>quality. Often, time spent together spontaneously has the highest =
>quality, but you have to be there to let it be spontaneous, so... it's =
>hard to combine with absence.
>
>
>That's why busy moms rely on Ameda breast pumps to help them meet their =
>breastfeeding goals.
>
>**Here, the trick is in "that's why". Take those two words away and the =
>whole sentence has a less breastfeeding-undermining atmosphere: "Busy =
>moms rely on Ameda breast pumps to help them meet their breastfeeding =
>goals." (What are the goals...?!) Here comes in what (I think) Marsha or =
>Jennifer said: you want a good quality pump and the ad should tell what =
>is so special about their quality that discerns them from others.
>
>So when your life is moving in many directions at once, you'll always =
>have time for the one thing that matters most.
>
>**Oops, this sentence really triggers me...! This whole idea is =
>contrary, I think, to what many bf advocates feel, viz. breastfeeding =
>being something you chose to do, preferably live, even if that means you =
>have to refrain from certain other things =
>(socially/financially/leisurely), because one thing matters most in this =
>phase of your life: feeding your baby, who is so dependent on you =
>nursing and nurturing him. It is very simple: a mother cannot nurture =
>her infant when she is not there. As hard as that may be to hear or to =
>realize: it is true, even if it were only because to a baby, someone not =
>there does not exist. But it probably even goes for adults: you cannot =
>comfort someone (and most likely will not feel comforted by someone), =
>when the attention is not with the other person undividedly. What we as =
>humans often need most, is undivided loving care and attention and =
>closeness. When a mom is close, she doesn't need to pump, so it is, imo, =
>a contradictio in terminis to say that making choices that cause your =
>life to move "in many directions at once" could have the simultaneous =
>effect of directing your attention, your life at "the one thing that =
>matters most", your baby.
>Apart from that, it is utter nonsense and unlike a grown-up view to say =
>that "your life is moving in many directions". You yourself are the one =
>that moves that life in all those directions; saying that your life does =
>so, is putting yourself in a victim role, that, fortunately enough, =
>still allows you to do something for your baby that matters most by =
>expressing with an Ameda pump... :-s
>
>Express your love with Ameda.
>
>
>**Repetition always works and this finding is really clever. In Dutch it =
>wouldn't work ;-) but in English it does (due to the double meaning of =
>"express").
>
>Well, so much for breaking this little text up in small items.
>Now ahead to the promised editing, that depends upon the primary meaning =
>that Ameda wants to bring across.
>I'll try and keep it as short as it is right now, although that may mean =
>making a choice and therefore not covering all issues/options, as that =
>would be too much for a short text.
>I don't pretend to write a printable text; I just want to try and bring =
>a different message across.
>
>EXPRESS YOUR LOVE. You love being a mother. Your baby loves you and =
>needs your body that nurtures him.
>When you are not there to breastfeed him live, he can still enjoy the =
>superior quality of your milk.
>Busy moms rely on Ameda breast pumps to help them meet their =
>breastfeeding goals.
>With Ameda products, pumping is easy, even in the work place.
>So even during working hours, you'll be gently reminded of what matters =
>most.
>Express your love with Ameda.
>
>And a second try:
>
>EXPRESS YOUR LOVE. You and your baby are so close. Even when your body =
>is not with her, your mind probably is.
>And your milk...? Busy moms rely on Ameda breast pumps to help them meet =
>their breastfeeding goals.
>Pumping during hours away can help safeguard production for when you are =
>home with your baby.
>So when you have several responsibilities at the same time, the one =
>connected to what matters most better be comfortable.
>Express your love with Ameda.
>
>
>Curious as to whether this gives rise to comments ;o),
>kindly,
>
>
>
>  
>

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