Advertisements of follow-on formula and their perception by pregnant women and mothers in Italy

Objective To assess how follow-on formula milks for infants aged 6–12 months are presented to and understood by mothers. Design A quantitative and qualitative cross-sectional study including (1) an analysis of advertisements in three magazines for parents; (2) in-depth semistructured qualitative int...

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Bibliographic Details
Published in:Archives of disease in childhood 2015-04, Vol.100 (4), p.323-328
Main Authors: Cattaneo, Adriano, Pani, Paola, Carletti, Claudia, Guidetti, Margherita, Mutti, Valentina, Guidetti, Cecilia, Knowles, Alessandra
Format: Article
Language:English
Subjects:
Adult
Advertising
Advertising as Topic
Attitude to Health
Babies
Baby foods
Breastfeeding & lactation
Child Health
Children & youth
Childrens health
Cross-Sectional Studies
Female
Food and nutrition
Health aspects
Health problems
Humans
Infant
Infant Formula
Infants
Interviews
Italy
Marketing
Maternal & child health
Milk
Mothers
Mothers - psychology
Perception
Periodicals as Topic
Pregnancy
Pregnant women
Pregnant Women - psychology
Psychological aspects
Questionnaires
Reading
Sociodemographics
Surveys and Questionnaires
Women
Young Adult
Young Children
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Summary:Objective To assess how follow-on formula milks for infants aged 6–12 months are presented to and understood by mothers. Design 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. Participants Eighty pregnant women 32–36 weeks of gestation with no previous children and 562 mothers of children
ISSN:0003-9888
1468-2044
DOI:10.1136/archdischild-2014-306996