Influência das campanhas publicitárias na prática do aleitamento materno.

Abstract

Marketing has great influence on consumer choices of people through the exposed media advertising. Among the types of marketing, we are social who will try to influence a targeted audience to change their behavior through constructive actions to society. Among these actions are campaigns to encourage breastfeeding, which is trying to raise awareness among mothers of the benefits that the practice will bring her and her son. The present study aims to observe the influence of advertising campaigns in the practice of breastfeeding. This research was conducted with infants of mothers and of young children (under two years), that were answered by Basic Health Units in the urban in the city of Cuité. Constituting a field of research, observational type, cross-sectional, retrospective e descriptive, with approach non-experimental quantitative. The data through were collected through in a questionnaire semi structured consisting of 19 questions. Participating in the study 35 mothers, what showed minimal age of 19, maximum of 42 years and an average of 27 years, 4% they have complete high school, 77,1% with family in until 1 basic salary. It was observed that the practice of breastfeeding was due to their own initiative 71,4% of mothers interviewed, and in under percentage only 2,86% he said the advertising campaigns the i influenced at selection for breastfeed your child. 94,3% of mothers affirm observe the advertising campaigns in incentive to breastfeeding, and what the same affirm be affected motivated the breastfeed the your children. It was noted that the majority of the mothers it was observed those campaigns in posters with frequency of 45,45%. 66,67% affirm wath the information about the benefits present these campaigns it is the more call the your attention. 87,5% of the mothers with children lower in six months intend feed them until the 6° months in life in child, an 71,4% these mothers affirm that influence is the own initiative. 74,1% of the mothers with children older than six months affirm what the breastfeed It was exclusive to the 6° months in life in child, an 85% these mothers affirm that influence is the own initiative. 60,61% affirm want intend breastfeed your children until they complete two years in life or more. Can conclude hat the advertising campaigns they are not the main way in influence for the practice of breastfeeding among participating mothers in this study, it is the main factor to this practice the own initiative, and what the campaigns are a information tool, mainly about the breastfeeding benefits. This job become a relevant contribution for what the 9 campaigns can be improved and focused in points what more call the attention of mothers, encouraging so the same to practice breastfeeding.