| Summary: | Infant feeding remains a topic which continually fuels heated debate. The benefits of breastfeeding are well versed and irrefutable. However, breastfeeding rates continue to be poor globally with The United Kingdom (UK) being one of the worst affected nations. Evidence highlights that whilst infant feeding is somewhat of a conundrum, the marketing of artificial feeding methods, namely infant formula is perpetuating the problem. Becoming a mother is a time in a woman’s life where direction is haphazard and arguments remain that infant formula companies try to exploit this through using aggressive marketing tactics to push infant formula milks and manipulate these vulnerable consumers somewhat. Such marketing strategies are not always welcomed by those striving to protect breastfeeding, however it is unclear as to whether mothers are in fact impacted by the advertising, or whether they remain detached. It is important therefore to understand how mothers themselves view infant formula marketing and whether it does affect their infant feeding behavioural intentions.
This dissertation aims to explore television advertising of infant formula and how this impacts on women’s feeding choices. The study interviewed thirteen new mothers to further understand their perception of this advertising and uncover how infant feeding choices are adopted. The dissertation proposes a more collaborative stance between healthcare providers and infant formula companies, recognising that whilst at present they have polarised views, the two share some values in common.
The findings extend extant knowledge of the complexities surrounding infant feeding choice and highlights the factors that marketers and health care bodies should consider when providing objective information to new mothers regarding feeding methods.
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