ETHICAL IMPACT OF INFANT FORMULA TV ADVERTISEMENTS ON CHANGING MOTHERS’ BELIEFS ABOUT BABY FEEDING (WITH SPECIAL REFERENCE TO ALPHA 1 + LOCAL TV ADVERTISEMENT)

Abstract

Feeding a baby with mother’s milk is a well accepted and well praised nutritional practice in Sri Lankan culture. Most of the Sri Lankan mothers who have breast fed, have continued their habit of feeding babies even after the first six months. So, promoting a milk powder for children more than 06 months is unethical according to Sri Lankan culture. At present, infant milk powder producers have been accused of promoting unhealthy products. So, this study was conducted to measure is there an ethical impact of infant milk powder advertisements on changin mother’s beliefs about baby feeding . To narrow down the discussion, the attention has been paid to one of the Alpha 1+ Sri Lankan advertisement. Primary data were collected from Galle and Matara districts by using a survey based questionnaire. Here, 200 mothers were selected as the sample, on the basis of criterion that they are feeding or have already fed, their babies. Additionally, four Pediatricians were interviewed to verify the facts. Basically, it was attempted to understand is there any impact of Alpha 1+ six advertising claims on changing mothers’ behavior of selecting an alternative baby feeding item. Results indicated that the impact from advertisements on changing mothers’ beliefs is lesser because priority has been given to medical professionals’ ideas. Since mothers have a negative attitude and do not believe company’s wrong claims, they are not deceived by the advertisements and no advertising deception occurs at all.

Keywords: Baby feeding, Infant Formula, Ethical impact, Advertising Deception, Consumer Beliefs

For full Paper: fmscresearch@sjp.ac.lk