I want to put this into context but to be fair, the details are sketchy. I do not know where the actual awards show took place only that this particular "mock" advertisement was created in Korea. I do not know if many food companies were involved or only Kraft. The contest and ad were in reference to Oreo cookies which are made by Nabisco - a part of Kraft. The Oreo cookie is celebrating its 100th birthday and this event could be part of the festivities regarding "milk's favorite cookie."
The ad of note was entered into a contest (with no expectation of becoming a true advertisement). It showed an infant breast feeding. It showed the child sucking from a woman's nipple. The infant was holding an Oreo cookie.
The public outrage is over the display of breast feeding and I suppose, the showing of a woman's breast.
To this, once again, I must say...."REALLY?" That is what's wrong?!!
Breastfeeding for most mothers and children is health promoting and natural. It provides numerous benefits to both parent and child. One of these benefits deserves specific mention here, breast fed infants are at less risk of becoming overweight or obese as children AND adults.
So what do I find scandalous? Giving an infant a sugar laden, highly processed cookie. The misplaced outrage (over a breast) might explain why the USA has an obesity problem. I am not saying that children should never have cookies, but I am saying that if sugar addictions or food preferences are real and started in childhood - is this the message we need to send parents?
Some information on breast feeding:
Breast milk is widely acknowledged as the most complete form of nutrition for infants, with a range of benefits for infants' health, growth, immunity and development.
-- Healthy People 2010, Centers for Disease Control and Prevention, Atlanta, Georgia
Link to a nice brochure that was put together by the California Department of Public Health.