Cattaneo Adriano, Pani Paola, Carletti Claudia, Guidetti Margherita, Mutti Valentina, Guidetti Cecilia, Knowles Alessandra
Health Services Research and International Health, Institute for Maternal and Child Health, IRCCS Burlo Garofolo, Trieste, Italy.
University of Modena and Reggio Emilia, Modena, Italy.
Arch Dis Child. 2015 Apr;100(4):323-8. doi: 10.1136/archdischild-2014-306996. Epub 2014 Dec 15.
To assess how follow-on formula milks for infants aged 6-12 months are presented to and understood by mothers.
A quantitative and qualitative cross-sectional study including (1) an analysis of advertisements in three magazines for parents; (2) in-depth semistructured qualitative interviews to pregnant women on their perception of two advertisements for follow-on formula and (3) self-administered questionnaires for mothers to explore their exposure to and perception of formula advertisements.
Eighty pregnant women 32-36 weeks of gestation with no previous children and 562 mothers of children <3 years old.
Maternal and child health centres in eight cities of Italy.
Advertisements of formula (n=89) represented about 7% of all advertisements in the three magazines, the majority (58%) being for follow-on formula. Advertisements were parent-oriented, aimed at helping parents solve health problems of their babies or at eliciting good feelings, or both. The qualitative interviews to pregnant women showed inability to define the advertised products at first glance due to the ambiguity of the numeral 2 and the presumed age of the portrayed baby; this inability did not disappear after carefully viewing the advertisements and reading the text. When asked in the self-administered questionnaires whether they had ever come across advertisements of infant formula, 81% of mothers reported that they had, despite the legal inexistence of such advertisements, and 65% thought that it was for a product to be used from birth.
Advertisements of follow-on formula are perceived by pregnant women and mothers as promoting infant formula.
评估针对6至12个月婴儿的后续配方奶粉是如何呈现给母亲以及母亲是如何理解的。
一项定量和定性的横断面研究，包括：（1）对三本面向家长的杂志中的广告进行分析；（2）对孕妇就她们对两则后续配方奶粉广告的认知进行深入的半结构化定性访谈；（3）对母亲进行自填式问卷调查，以探究她们对配方奶粉广告的接触情况和认知。
80名妊娠32至36周且未育有子女的孕妇以及562名3岁以下儿童的母亲。
意大利八个城市的母婴健康中心。
配方奶粉广告（n = 89）约占三本杂志中所有广告的7%，其中大多数（58%）是后续配方奶粉广告。广告以家长为导向，旨在帮助家长解决婴儿的健康问题或唤起良好感受，或两者兼具。对孕妇的定性访谈显示，由于数字2的模糊性以及所描绘婴儿的假定年龄，她们乍一看无法定义广告中的产品；仔细查看广告并阅读文字后，这种无法定义的情况并未消失。在自填式问卷调查中，当被问及是否见过婴儿配方奶粉广告时，81%的母亲表示见过，尽管此类广告在法律上并不存在，且65%的母亲认为这是一种从出生就可使用的产品。
孕妇和母亲认为后续配方奶粉广告是在推广婴儿配方奶粉。
