Rachel mentions advertisements as a reason why moms today think a pump is needed to breastfeed. Look at this ad from the Thyme Maternity Magazine Fall 2001. This is a free "magazine" published and distributed to customers of Thyme Maternity in Canada. In addition to a "catalogue" of Thyme's current fashions, it contains pregnancy related articles, and advertisements for other products.
Full-page Gerber advertisement: (small picture of woman asleep in bed - no baby pictured in the ad)
Headline: "How to breastfeed while sleeping."
1. Express your milk using Gerber Battery or Electric Breast Pump. [Description of pump - soft funnel, one hand, light, compact adjustable suction, travels discretely]
2. Pour your breast milk into the new Gerber Seal 'N Go storage bags.
3. Store in the refirgerator and let your husband do the feeding.
4. Go to sleep. (Mmm, sweet sleep.) [the ad's words exactly]
5. Keep sleeping. Your husband can feed the baby again if you've conveniently stored your breast milk in the Gerber Seal 'N Go storage bags. Let them bond while you rest."
Small pictures of pump and storage bags. In small print at bottom of ad - "Breastfeeding is one of the most important things you can do for your baby." and "For help and advice, call Canada's only dedicated baby care helpline any time, day or night". Dial 1-800-4-GERBER.
Also in the same edition of the magazine, another full-page ad for D-Vi-Sol, (Vitamin D supplement). The picture is a small black and white of baby latched on to breast and adoringly looking up (can't see mom - only baby's face and a slice of naked breast) There is a large asterick (*) beside the picture, which is followed by the headline "* Right now your baby could be looking at a vitamin D deficiency."
(and WE are worried about making mom's feel guilty or uncomfortable!!!)
And another full page ad in same edition, "when gas causes colic, Moms trust Ovol". (Simply add mint-flavoured Ovol Drops to baby's bottle or give directly from the dropper)!.
I will be reporting all of the above to Infact Canada, as well as writing letters. On the bright side, there were no formula advertisements. And a "Evenflo" feature "advertorial" on what "gear" to buy for baby did not include bottles or bottle warmers, etc.
Janice Reynolds,
Consumer Representative, Breastfeeding Committee for Canada
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