The Exploration of Television Advertising of Infant Formula Milk and How This Impacts on Women’s Feeding ChoicesTools Swift, Olivia (2022) The Exploration of Television Advertising of Infant Formula Milk and How This Impacts on Women’s Feeding Choices. [Dissertation (University of Nottingham only)]
AbstractInfant 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.
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