I just watched the two ad spots (log rolling, and mechanical bull) and
I have to say the visuals are quite hilarious. However, the message is
"less likely" and the only talk of risks is in the text "you wouldn't
take risks before your baby is born...". The voiceover states "Recent
studies show that babies who are breastfed are less likely to develop
ear infections, respiratory illnesses and diarrhea" This doesn't quite
have the same "bite" as if it had been Weissengerized. However, I do
not know what the ad text was before so I can't compare. There is no
mention of formula at all, so not even a hint that formula might be the
risk (the way that log rolling is a risk - seriously the visual is very
funny. I think the "pregnant bellies" jiggle just a bit too much, but
it is otherwise very convincing).

I think the benefit of the ads is having breastfeeding talked about on
TV and radio. As I said, the message doesn't have a lot of "bite" - it
sounds as though if you breastfeed, your baby MIGHT have a few less ear
infections (but doesn't every baby get ear infections?), and might have
less diarrhea (but geez doesn't everyone get diarrhrea? it doesn't seem
like such a "risk") and might have less of a sort of undefined
"respiratory illness". I would have liked the words SIDS and cancer in
there too - and there are benefits to moms as well. I believe much of
the target audience is women who would otherwise feed formula, and I
was taught that moms breastfeed for "baby reasons" but bottle feed for
"mommy reasons" - so putting in benefits to mothers might serve to
convert planned bottle feeders.

http://www.adcouncil.org/campaigns/breastfeeding/

Michelle DePesa

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