Vicki brings our attention to the image and copy in a recent ad for Ameda products:

ad for Ameda: photo of mom holding baby, both smiling- not breastfeeding, not feeding a bottle; 
and a collection kit/bottle. 

"EXPRESS YOUR LOVE. You love being a mother. But being a mother takes time. Quality time your baby needs. 
That's why busy moms rely on Ameda breast pumps to help them meet their breastfeeding goals. So when your
life is moving in many directions at once, you'll always have time for the one thing that matters most.
Express your love with Ameda.

Aside from the obvious issue that bottles are clearly marketed in this ad--I don't think that one need be a wordsmith to grasp the meaning here!! 
So, the NORMAL, busy mom relies on Ameda to feed her baby, because SHE has the kind of breastfeeding goals best met through the use of a 
pump. I am trying to understand how I am going to have more time for my baby ("the thing that matters most") if I am busy meeting my goals by
pumping ("expressing" my love) and feeding bottles instead of feeding at breast. Or, do they mean that the "one thing that matters most" is 
something other than the baby? One thing is for sure--this ad is not acknowledging that some moms might need a pump for one reason or another
--this ad is blatantly promoting mother-baby separation in a big way!!

Jennifer Tow, IBCLC, CT, USA
Intuitive Parenting Network LLC


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