The newest in a series of ads using breastfeeding to give a positive association to an unrelated product is a large poster now appearing at bus stops and the like:
a large baby (at least 9 months by the look of it) very obviously breastfeeding on mother's lap, her head is not in the picture, but there is a bottle of a new soft drink with no artificial colors or flavors on the table in front of her-- over the baby's head and over the bottle is the word "naturlig" (=natural).
There have been similar ads over the past 12 years for flatbread, sardines, bed linens (for a soft start in life-- photo of mother BF baby in bed) and-- yes really-- car parts (original parts are the safest bet).  This is not even a complete list.  Norway is a breastfeeding society and I am proud to be part of it!
The only ad to appear here in which BF was directly used in a negative sense was as part of a campaign for better pay for nurses several years ago.  Full-page newspaper ad with a beautiful photo of a baby BF in flagrante and gigantic typeface with text: "The first thing he learns, is that women are to be exploited."  It took me months but I did eventually get my blood pressure back to normal.  I was not then, nor am I now, a member of the organization whose ad it was.
Cheers to all
Rachel 

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