This is typical of much of the copy I've read for formula companies. It's all
part of the art of persuasion. Copywriters (and the account strategists) are
well schooled in rhetoric, syntax and semantics. The very first thing to do
is admit a weakness (Breast is best). Anything that comes after that is
wrapped in a layer of self-revelation intended to get the reader's guard
down. Then they follow with a fact segueing into a negative statement about
the opposing viewpoint. Slam!

Another tactic copywriters use against breastfeeding is the seeming
empathetic approach...Breastfeeding is SO hard, and you want to do the very
best for your baby. We're here to support you in that. You can feel good
about giving your child (formula brand) if you fail at breastfeeding...which
most women do anyway so you're in good company. But of course, give
breastfeeding a try. Perhaps you'll be one of the few who can make it work.

I was in advertising for 10 years and briefed more than my share of
copywriters. It was my job to specify how these "arguments" were to be
approached. But, of course, I didn't work on formula (only cars and oil which
had their own sets of ethical dilemmas). I truly don't believe that the
people working on these accounts really understand the impact of their work.
Many are quite sensitive people who, if they knew they were harming babies,
would instantly quit. People just don't see it as a compelling problem since
no one perceives infant mortality/morbidity as a byproduct of formula use.
Too bad there's no box on autopsy reports that says, "Formula-related" for
coroners to check off when an infant dies of diarrhea, dehydration or other
disaster.

Martha Schatzle
Breastfeeding volunteer, mother of 2 amazing boys, writer and former ad
executive

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