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breastfeeding advert inNorhtern Ireland, gives me the rage

35 replies

Badweekjustgotworse · 26/03/2018 23:28

Ok I know its coming from a place of good intentions but honestly every time this ad comes on it gives me the rage.

I've been trying to unpick why and I think it boils down to the fact that the message seems to be, you shouldn't apologise for breastfeeding... but the only way they could get that message across was to contrast it with all the ways that it IS ok to apologise. FFS women are so socialised to apologise for fucking everything and heres an advert that appears to sanction that culture when it should be empowering women to stop apologising for being female.

Rage.

If I was in any way tech savvy I'd love to do a pistake version and youtube it to highlight the stupidity of the delivery of the message. any suggestions for a takedown?

OP posts:
PositivelyPERF · 27/03/2018 10:03

And women wonder why women feel the need to apologise

Catch a grip. Not liking an irritating advert because the character grates on me, has fuck all to do with women apologising. 🙄

nightshade · 27/03/2018 10:00

Well on that note ..I'm sure she'll feel the need to apologise for her simpering voice too...

And women wonder why women feel the need to apologise???..

Irony there somewhere...

PositivelyPERF · 27/03/2018 09:48

That simpering voice makes me want to throw something at the tv. I couldn’t care less what they’re advertising, she’s just really irritating.

Ekphrasis · 27/03/2018 09:43

It's a really difficult one.

I get your point that it shows how much women / mothers apologise for even existing. On the other hand it flips it over to this is the one thing you mustn't apologise for - but so many feel they must.

A film that came up next by joey salad (social experiment) was quite shocking in how vocally disgusted people were when a mother in the US bf near them in public, and she apologised profusely.

I wonder if it shines a light on how much women apologise as it emphasises it. It made me think, actually, I need to cut back on that generally!

Tommytucked · 27/03/2018 09:34

I also wonder if the context of NI makes a difference. Low rates of breastfeeding, religious fanaticism and emphasis on modesty, Ireland's relationship with the formula industry etc. Having lived in England and in NI, I see a lot of differences wrt breastfeeding. I'm in NI now and none of my colleagues breastfed (professional women aged between 25 and 45) nor did my mother, any of her 5 sisters or 5 sisters in law. I don't know what message would get through here.

nightshade · 27/03/2018 07:57

There is a particularly low rate of breast feeding in nothern ireland ...and also a tongue in cheek culture of the Irish constantly apologIsing ....

Maybe it only translates here...I didn't find it at all strange...glad to see we have actually started to publicly advertise breastfeeding after all these years..

Thegirlinthefireplace · 27/03/2018 07:36

I do take your point but I think the message of the ad is that she says sorry over the tiniest little thing yet doesn’t apologise for breastfeeding. She’s meant to be a bit wish washy with all the apologies because then it has more impact when she doesn’t apologise for breastfeeding.

It’s not perfect, but I don’t think it’s awful either.

Whatisthislifeiffullofcare · 27/03/2018 05:04

Agree the delivery of the message is woeful. That wish washy girl irritates me no end.
Anyone had Catherine pop up on their Instagram feed, not clear if she's an actual breastfeeding mum now or was, I'm sure she's doing a great job but the women portrayed are not the type to reach the mums they probably want to encourage to breast feed surely.

Coyoacan · 27/03/2018 04:58

Sorry, I like it

hipsterfun · 27/03/2018 00:56

I’m torn on this. On the one hand, I completely see your point about this ad and parenting/mothering and women being socialised to apologise; on the other, I quite like sorrys and use them liberally as I go about my business.

I think the problem is largely in the delivery, in this case. Vigorous, cheery sorrys from a diverse range of people doing non-parenting things would’ve made a better contrast, imo.

It’s a shame, I agree, because its heart’s in the right place.