Title page for ETD etd-11102005-215035


Type of Document Master's Thesis
Author Hyderkhan, Angela Broussard
Author's Email Address abrous2@lsu.edu
URN etd-11102005-215035
Title Mammary Malfunction: A Comparison of Breastfeeding and Bottlefeeding Product Ads with Magazine Article Content
Degree Master of Mass Communication (M.M.C.)
Department Mass Communication
Advisory Committee
Advisor Name Title
Judith Sylvester Committee Chair
Anne Osborne Committee Member
Margaret DeFleur Committee Member
Keywords
  • government health campaigns
  • ad council
  • advertising
  • female roles in magazines
  • infant formula
  • breastfeeding advocacy
Date of Defense 2005-10-25
Availability unrestricted
Abstract
Breastfeeding is a pressing social issue in terms of womenís equality, preventative healthcare, and the preservation of a valuable natural resource. Future progress in breastfeeding advocacy will depend on an accurate investigation into the current situation. In this study, three womenís prenatal magazines (American Baby, ePregnancy, and Parenting) are analyzed via content analysis for one calendar year, looking specifically at infant formula-related product advertisements, breastfeeding-related product advertisements and variations of the motherís role in infant feeding. The content of breastfeeding-related magazine articles also is analyzed within the context of the advertisements. This sample of media appears to have evolved away from negative stereotypes about breastfeeding being primitive, disgusting, cow-like, or an excretory function. However, breastfeeding product advertisements were found to cater to negative stereotypes more than infant formula product advertisements. The amount of product advertising was not influential in the positive or negative representation of breastfeeding within article content.

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