WBW 2005 of MS
Smiling actresses, frontal
look, upright position, sitting,
supported laterally on each
other, breastfeeding children,
without maintaining visual
contact with each other. 
|
Although the young actresses are breastfeeding without help from people of the
social network to which they belong, they show self-confidence, independence,
calm, pleasure, and happiness, because the voluminous breasts produce
and excrete the liquid that gives life, the breast milk. This dialogue with the
audience recovers the myth that the woman is always able to breastfeed and
that this practice occurs easily, even when the position is not comfortable. What
proves this is that both are at the center of the poster, looking forward, showing
how they are empowered to breastfeed, regardless of the presence of others
around them and even without the maintenance of visual affective bond with
the children, who seem to suck smoothly most of the areola and appear to be
healthy because of breast milk. Therefore, the interlocutor infers that every child
is able to only breastfeed for six months and, after that period, keeps sucking,
even with the introduction of other foods. Thus, every woman should breastfeed
her child. Reinforcing this myth, the advertising piece shows that women and
children are able to practice breastfeeding without the support of the actors of
the social network, since only the woman is responsible for breastfeeding her
child. |
Primary
No support |
WBW 2006 of MS
Actress sketches a smile, has
frontal look, is in upright
position and sitting. She
breastfeeds a child, but does
not establish visual contact
with him/her.
|
Although the theme of WBW, featured in the center of the poster, says that the
right to breastfeed is everyone’s responsibility, this advertising piece features a
public woman, alone experienced, breastfeeding her child. There is no support
from her social network. The woman expresses self-confidence, independence,
peace, pleasure, and happiness. This dialogue with the audience emphasizes
that a woman in advanced age is able to breastfeed easily, for a longer period
of time, even in non-comfortable position. This perception, coming from the
communication of the poster, is reinforced by the white of her clothes, color
that symbolizes peace and tranquility and by the forward direction of her gaze,
which signals that the woman has power to breastfeed with no one around to
support her and without maintaining affective visual bond with her child. The
child is peaceful, sucking the breast of his mother, and looks healthy due to
the properties of breast milk. One infers, therefore, that every child is able to
breastfeed exclusively for six months and, after this period, keep sucking, even
with the introduction of other foods, and that every woman should breastfeed
her child for the maximum time, without support of the actors of her social
network. This is a myth refreshed by this advertising piece: that the woman is the
only responsible for breastfeeding her child. |
Primary and
Secondary
No support |
WBW 2007 of MS
The actors are next to each
other. They smile and look
at the child. Both are sitting.
He is with the left hand on
the shoulder of the nourisher
and the right over her leg. She
breastfeeds a small child.
|
The social network was not included in the theme of WBW, but the
advertising piece features an actress breastfeeding her child in a comfortable
position, in the presence of one of the members of her primary social
network, her partner, which shows a feeling of intimacy, complicity, and
protection. He, for being a famous actor, can communicate to the public the
idea of perfect and model husband, and that it is possible for the father to
participate in the child feeding, staying close and involved since the earliest
hours of the child’s life. This involvement is signaled by the way he embraces
his partner, by his look and smile toward the newborn that breastfeeds. The
child, in turn, is sucking most of the areola of the breast exposed, in which
one sees the blue venous plexus (Haller’s plexus). However, we can see the
lower lip of the child inward, sign of incorrect sucking that has not been
corrected in time — before the process of photographing — neither by mother
nor father. The predominance of white in the clothes suggests cleaning,
peace, calm, and tranquility in the act of breastfeeding. However, this feeling
is not always perceived during breastfeeding. This advertising piece does not
refer to “breastfeeding in the first hour”. Signs of this are the facial and body
appearance of the actress, as well as the complete cleaning of the newborn.
On the other hand, the piece reinforces the idea that the father can support
the child’s breastfeeding and that he needs support and guidance to be able
to help the woman, even when the sucking is incorrect. |
Primary
Emotional and
companionship
support of
partner.
Self-support of
the nourisher. |
SMAM 2008 do MS
Atriz, vestida de branco,
amamenta o filho ao lado de
sua mãe, que a envolve com os
braços e mãos, cujas peles são
enrugadas. Ambas esboçam
um sorriso e se olham.
|
The theme of this WBW stresses the importance of the support of the
woman’s social network during breastfeeding. This advertising piece, in
keeping with the theme, features a public woman breastfeeding her child
in a comfortable position, with help from her mother, a member of the
primary social network, which becomes publicly known. Both, by their
tender look, and the grandmother, by hugging her daughter and grandson,
communicate a feeling of complicity and acceptance. The presence of
Dona Flor suggests an environment of tranquility, because her experience
makes her daughter confident, happy, and safe. However, the tranquility of
the act of breastfeeding, reinforced by the white clothes of the nourisher,
not always takes place. This practice occurs in a quiet way when the
baby is well positioned, aligned to the mother’s body, making the correct
sucking— upper and lower lip facing out, chin and nose against the breast
—, and when there is support by the actors of the woman’s social network.
The image of a healthy baby highlights the benefits of breastfeeding for the
child. The advertising emphasizes the need to feed the child with breast
milk, but draws attention to the fact that the breastfeeding success depends
on the support of people from the woman’s primary social network. |
Primary
Emotional and
companionship
support of
maternal
grandmother |
SMAM 2010 do MS
Veem-se na peça três
mulheres: uma negra,
segurando uma criança, e duas
brancas, sendo uma gestante.
Uma ao lado da outra, têm
olhar frontal e sorriem. Vestem
roupas em que predomina a
cor branca. Não há entre elas
contato visual com a criança,
que não está mamando.
Todas estão em pé, em um
ambiente bucólico de estúdio
fotográfico.
|
In the textual component of this advertising piece, we read that
breastfeeding brings benefits to the child, but neither the practice of
breastfeeding nor the support of the woman’s social network is shown.
Although there are three young women, of different skin color and fertile
periods, with predominance of white clothes, standing, with frontal look,
happy, in a bucolic environment assembled in a photographic studio, one
does not see a supportive relationship between them. The child, who
looks healthy, sleeps peacefully in the arms of the black woman. Possibly,
he/she only breastfed until six months and keeps sucking, even with the
introduction of other foods, because of the benefit of breast milk. |
Primary
No support. |
WBW 2012 of MS
Young women, sitting on
a river bank, smile when
breastfeeding the children.
The actress has a frontal look
and is distant from the others
who look at the children in
their laps. The older child
looks smiling at a baby that
breastfeeds.
|
Breastfeeding is seen in this poster as a lonely event between mother
and child, because the women do not show bonds between themselves.
Therefore, there is no supportive social network between them. The two
women who breastfeed, in a public place (park), without embarrassment,
show bonds only with their children and satisfaction with the very practice
of breastfeeding. The actress who breastfeed her child is not inserted in
this scenario, nor keeps a bond with it: she expresses self-confidence,
independence, tranquillity, and pleasure to offer breast milk to her child,
considered the best food for the reduction of child mortality. The only
character who seems to be an actor in a primary social network to support
breastfeeding is an older child, by the look and smile. This child, in the
future, may be a great encourager of breastfeeding, for experiencing this
practice closely. |
Primary
No support from
the actress.
Self-support
from the women
in the park.
Emotional and
companionship
support of the
child. |
A couple, in a children’s
office, wears colorful clothes,
is sitting and smiling. One
look at the other and each
hold a child. The baby, in the
mother’s lap, is breastfeeding.
The health professional wears
a white coat, glasses, is sitting
and smiling. She does not look
the at the couple nor the kids,
but to the front.
|
In the textual component of the WBW theme, one can see the importance
of the support of the primary social network, by the father figure, and of
the secondary, by the presence of the health professional. In the visual
component, we observe a couple in a child’s office. The mother breastfeeds
one of them and the father holds the other. Both exchange glances of
complicity and happiness. Together, in the consultation, they are interested in
listening to what the professional has to say. The attitude of the couple shows
the support needed for the success of the practice of breastfeeding. However,
the health-care professional remains distant, without showing support,
because she not even look at the couple, which shows the little importance
given to the primary social network. She, with frontal look, wearing glasses
and coat, expresses grandiosity and expertise, and suggests that the success of
breastfeeding depends mainly on her performance. |
Primary and
Secondary
Emotional,
instrumental,
and
companionship
support of
partner |
WBW 2014 of SBP
Father, grandmother, and
mother, close to each other,
wear colorful clothes and
are smiling. They look at the
child who is breastfeeding.
The aunt also smiles and has
frontal look; thus, she does not
maintain eye contact with the
other characters.
|
The focus of the theme of WBW is not centered in the supports that the
social network can offer the woman/nourisher, but the advertising piece
features a supporter family, with physical characteristics similar to those
of the Brazilian people. They are not known public figures and seem to
be members of a popular family, whose skin color shows the Brazilian
miscegenation. The clothing and accessories are more accessible, except the
production in makeup and hair. This family, close and happy, characterizes
the support of the primary social network, highlighted by the look of mother,
father, and grandmother, directed to the child breastfeeding, which involves
everyone in this practice. The presence of these actors contributes to the
self-esteem, confidence, and safety of the woman/nourisher. The colorful
clothes, acnes on face of aunt and father, and flaccid breasts of the mother
reflect the everyday reality with less staging, though the scenario is a
photographic studio. The teenager is not looking at the child being breastfed,
but her smiling attitude shows pride to be present in this context. The child
apparently is healthy due to the benefits of breastfeeding. The comfortable
posture of mother and baby, well positioned, shows the proper way to
breastfeed a child. |
Primary
Emotional and
companionship
support of
grandmother
and partner.
Self-support of
the nourisher.
No support from
the aunt. |
WBW 2014 of MS
An actress dressed in white
breastfeeds her daughter
alongside her son, in the room,
sitting in a comfortable chair.
Both smile and look forward;
thus, not maintaining eye
contact with the baby. On
top of their heads, there is a
mobile that brings pictures of
the girl dressed in different
ways.
|
The WBW presented by this advertising piece emphasizes the benefits of
exclusive and supplemented breastfeeding for a promising future to the
children. However, it was not emphasized that the woman needs support
from the actors of her social network to the beginning and continuation
of exclusive breastfeeding for six months and permanence of this practice
with the introduction of other foods for a period of two years or more.
The woman and child look forward, showing joy, autonomy, confidence,
and empowerment. Once again they reinforce that breastfeeding is a calm
practice, happening easily, and that every woman who wants to breastfeed
can do this, even without support. |
Primary
No support. |
