MENCERNA IKLAN SUSU FORMULA ANALISIS SEM
MENCERNA IKLAN SUSU FORMULA :
ANALISIS SEMIOTIKA IKLAN SUSU FORMULA SETELAH LAHIRNYA
PERATURAN PEMERINTAH NOMOR 33 TENTANG PEMBERIAN ASI
EKSKLUSIF
Disusun oleh: Panji Suryo Nugroho
Latar belakang
Pada momen World Breastfeeding Week, UNICEF telah memfokuskan
pemberian ASI sebagai cara paling efektif dan terjangkau guna
menyelamatkan hidup bayi. “Tidak ada satu upaya intervensi kesehatan
yang memiliki dampak bagi bayi sedemikian besar layaknya pemberian ASI
yang tidak menelan biaya besar bagi pemerintah.” Demikian diucapkan
UNICEF Deputy Executive Director Geeta Rao Gupta. “Pemberian ASI adalah
imunisasi pertama bagi bayi dan penyelamat kehidupan paling efektif dan
murah selamanya.” demikian lanjutnya.
Anak yang mendapat ASI eksklusif mempunyai peluang 14 kali lebih
baik untuk bertahan hidup pada enam bulan pertama hidupnya
dibandingkan mereka yang tidak mendapatkan ASI. Mulai memberi ASI pada
hari pertama kelahiran dapat mengurangi resiko kematian bayi baru lahir
hingga 45 persen. Pemberian ASI juga mendukung kemampuan anak dalam
belajar serta mampu mencegah obesitas dan beberapa penyakit serius di
kehidupannya kelak. Penelitian terbaru di Amerika Serikat dan Inggris Raya
menunjukkan penghematan yang tinggi di bidang kesehatan karena anak
yang mendapatkan ASI lebih jarang sakit daripada yang tidak mendapatkan
ASI. Bagi ibu yang menyusui ada manfaat tersendiri yaitu berkurangnya
peluang untuk hamil lagi selama enam bulan, pulih lebih cepat setelah
melahirkan, dan dapat kembali ke berat tubuh semula lebih cepat. Manfaat
lain mereka lebih tidak beresiko mengalami depresi pasca melahirkan dan
terkena kanker payudara.
Manfaat yang sedemikian besar ternyata tidak menjadikan pemberian
ASI sebagai kebiasaan. Tercatat pada tahun 2012 hanya 39 persen dari anak
seluruh dunia yang mendapat ASI eksklusif selama enam bulan pertama
kehidupannya. Kurangnya dukungan lingkungan terhadap ibu yang
menyusui dikatakan menjadi salah satu penyebab utama rendahnya tingkat
pemberian ASI eksklusif di seluruh dunia termasuk di Indonesia. i
Pemberian ASI (Air Susu Ibu) eksklusif selama 6 bulan di Indonesia
belum dapat terlaksana dengan baik. Riset yang dilakukan oleh World
Breastfeeding Trends Initiative (WBTI) pada tahun 2012 menunjukkan hanya
27,5 persen saja ibu di Indonesia yang berhasil memberi ASI eksklusif.
Indonesia berarti berada pada peringkat 49 dari 51 negara yang mendukung
pemberian ASI eksklusif. Padahal Kementerian Kesehatan RI pada tahun
2010 menargetkan jumlah ibu di Indonesia yang memberi ASI eksklusif
adalah 61,5 persen dan pada tahun 2014, targetnya adalah 80 persen.ii
Lebih lanjut Survei Sosial Ekonomi Nasional menyebutkan pada tahun
2006 jumlah ibu yang memberikan ASI eksklusif sebesar 64, 1 persen. Pada
tahun 2007 jumlahnya menurun menjadi 62,2 persen, dan kembali turun
pada 2008 menjadi 56, 2 persen. Hasil Survei Demografi Kesehatan
Indonesia (SDKI) 2002 menunjukkan hanya 3,7 persen bayi yang
memperoleh ASI pada hari pertama. Sedangkan pemberian ASI pada bayi
umur kurang 2 bulan sebesar 64 persen, antara 2-3 bulan 45,5 persen. Juga
antara 4-5 bulan 13,9 persen, dan antara 6-7 bulan 7 persen. Sementara itu,
cakupan pemberian susu formula meningkat 3 kali lipat dalam kurun waktu
antara 1997 sebesar 10,8 persen menjadi 32,4persen pada tahun 2002.
Ketua Umum Asosiasi Ibu Menyusui Indonesia (AIMI), Mia Sutanto
mengatakan, tingkat pemberian ASI di negeri ini bahkan lebih rendah
dibandingkan negeri yang sedang dilanda perang seperti Afghanistan.
Berdasarkan laporan World Breastfeeding Trends Initiative (WBTi) tahun
2008, tingkat pemberian ASI di Afghanistan sebesar 87/150, sedangkan di
Indonesia hanya sebesar 57,5/150 saja. Apa pasal rendahnya angka ibu
yang meberikan ASI eksklusif di Indonesia. Apakah sebab kurangnya
sosialisasi? “Tidak juga!” jawab Mia. Sebab menurutnya, pemerintah melalui
kementerian kesehatan giat mengkampanyekan ASI eksklusif. Berbagai
lembaga swadaya masyarakat lokal dan luar negeri juga aktif melakukan hal
serupa.
Menurut Mia, ada dua faktor utama penyebab rendahnya angka ibu
menyusui Indonesia. Pertama, masalah rendahnya edukasi dan dukungan.
Hal ini meliputi rendahnya pengetahuan para ibu tentang manfaat ASI dan
cara menyusui yang benar, kurangnya pelayanan konseling laktasi dan
dukungan dari petugas kesehatan. Selain itu, persepsi-persepsi sosialbudaya yang menentang pemberian ASI, dan kondisi yang kurang memadai
bagi para ibu yang bekerja (cuti melahirkan yang terlalu singkat dan tidak
adanya ruang di tempat kerja untuk menyusui atau memompa ASI).
Sedangkan faktor kedua, kata Mia, gencarnya kampanye promosi susu
formula. Katanya, susu formula berperan besar dalam menggagalkan
kampanye pemberian ASI. “Lima puluh persen dipengaruhi oleh faktor ini.
Kalau pemasaran susu formula bisa dieliminasi, kita tinggal konsentrasi di
masalah edukasi dan dukungan,” ujar Mia kepada Suara Hidayatullah di
kantornya bulan lalu.iii
Some mothers formula feed because they're not eating enough
themselves, and don't feel confident that they're producing enough milk. A
Save the Children report due out on Monday will give details of
breastfeeding rates and child nutrition across the developing world. Wahdini
Hakim, senior programme manager, says that persuading mothers to
breastfeed is a more effective intervention than efforts to improve
sanitation.
But there is a looming influence, far greater than personal choice: that
of the formula companies. The World Health Organisation (WHO) has codes
on corporate selling of formula that go back to 1981. But this is big business
for big companies – two thirds of their growth comes from Asia-Pacific. The
Indonesia market is worth $1.1bn (£708m).iv
Kampanye susu formula sendiri secara politik sudah dihambat oleh
kebijakan pemerintah melalui PP Nomor 33 tahun 2012 tentang pemberian ASI
eksklusif, selanjutnya akan disebut PP ASI, telah diputuskan sekitar satu bulan yang lalu,
tepatnya 1 Maret 2012. Peraturan pemerintah ini dilahirkan, sebagaimana dikatakan oleh Kepala
Pusat Komunikasi Publik Kementerian Kesehatan Murti Utami, guna menjamin pemenuhan hak
bayi untuk mendapatkan sumber makanan terbaik sejak dilahirkan sampai berusia 6 bulan. v
Meskipun demikian, peraturan ini dinilai belum efektif oleh beberapa kalangan terutama karena
sosialisasi yang masih belum merata.vi Bahkan banyak tenaga kesehatan yang belum memahami
keberadaan peraturan ini.vii Terlebih pada tahap pelaksanaan akan memerlukan pengawasan yang
baik agar terjamin tujuan yang diinginkan peraturan ini.viii
PP ASI menjadikan Indonesia sebagai salah satu negara dengan hukum pemberian ASI
yang paling ketat di dunia. Dikatakan bahwa setiap bayi yang lahir wajib diberikan ASI, kecuali
dengan perkecualian secara medis. Barangsiapa yang melanggarnya dapat dikenai hukuman
penjara setahun atau denda hingga 100 juta rupiah meskipun belum ada kasus yang sampai
mengantar seseorang masuk penjara karena tidak memberikan ASI kepada anaknya. Meskipun,
menurut Nia Umar, salah satu pegiat ASI yang bergabung dalam AIMI adalah satu hal yang
absurd karena diatur hukum untuk menjalankan satu hal yang secara alami kita lakukan ibarat
kita dipaksa secara hukum untuk makan nasi. Menurut dugaannya industri susu formula ada di
belakan aturan hukum yang demikian absurd.ix
Metodologi
Penelitian ini akan mencoba membaca bagaimana kampanye, yang
dibangun untuk promosi susu formula melalui berbagai iklan di media
massa, disampaikan kepada pembaca terutama setelah muncul PP ASI yang
melarang iklan susu formula. Penelitian ini diharapkan dapat menemukan
jawaban bagaimana strategi kampanye perusahaan susu formula lewat
iklan. Sampel iklan yang akan menjadi objek penelitian adalah iklan Bebelac
edisi bebestar everyone’s a star dan Nutrilon royal edisi Life starts here.
Kajian iklan
Advertisement
akan
berhutang
banyak
pada
karya
Decoding
Analisis secara semiotika akan digunakan dalam membaca iklan-iklan
susu formula. Semiotic analysis is a qualitative approach to (media) texts
and is perhaps the most effective way to consider textual elements that are
not quantifiable but never the less significant in terms of the overall ‘feel’ of
an advertisement. A number of textual aspects or codes were focussed on in
the context of this study, including appeals, characters, attitudes, colours,
rhetoric, narratives, aesthetics and overall product philosophies. x
The process of analysis began by identifying any possible connotations in a small sample of
advertisementsxi
Hasil dan Diskusi
Iklan bebelac yang akan kita analisis adalah iklan versi bebestar 2 everyone’s a star
yang versi cetak untuk media cetak dan juga media massa online yang salah satunya
nampak disini:
Iklan ini adalah promo dari acara pemanduan bakat (talent show) berjudul Bebestar 2
yang merupakan kelanjutan dari kegiatan serupa di tahun sebelumnya. Kegiatan yang
disponsori oleh susu bebelac ini mempunyai konsep
Apabila kita perhatikan iklan itu maka akan tampak gambar seorang anak yang
mengenakan jaket hitam dengan satu tangan sedang memegang microphone dan tangan
satunya menunjuk ke dada dengan latar tampak lampu sorot dalam bingkai bintang segi
lima. Terpampang di tengah bentuk pita dengan nama sang anak yang merupakan salah
satu pemenang dari kontes bebestar sebelumnya. Di bawahnya tampak tulisan berwarna
biru bebestar dengan huruf a ada aksen bintang kuning di tengahnya dan angka 2
berwarna merah dengan tagline juga berwarna biru everyone’s a star. Gambar latar iklan
didominasi warna kuning dengan aksen bintang-bintang berwarna kuning tapi lebih cerah.
Pada bagian kiri atas terdapat tulisan Nutricia dengan warna biru serupa dengan tulisan
bebestar.
Beberapa ikon yang menarik dapat dicatat tampak dalam pembacaan salah satunya
adalah bintang yang tampak dominan ditampilkan dalam iklan. Bingkai utama gambar
berbentuk bintang, gambar latar kuning juga diberi aksen bintang, begitu pula pada tulisan
bebestar huruf a mempunyai gambar bintang di tengahnya. Gambar bintang yang dominan
ini sejalan dengan kata “star” yang berarti bintang pada nama acara yaitu bebestar 2.
Hal lain yang perlu menjadi catatan adalah warna yang dipilih yaitu dominan kuning
dan biru. Dua warna tersebut juga menjadi warna dominan yang digunakan oleh kemasan
susu formula bebelac 2.
Salah satu iklan lain yang menarik yang dapat menggambarkan strategi marketing
susu formula setelah turunnya PP ASI adalah iklan Nutrilon Royal edisi Life Starts Here.
Berikut adalah tampilan dari salah satu edisi untuk media cetak:
Ya Ampuuun..tiap liat iklan ini hening gw...kata2nya bagus bgt..merinding
dengernya...
gw rangkum semua iklan nutrilon 1-3..maknanya ttg hidup..dan muka2 anak kecil diiklan yg
imut2, lucu....
ini edisi Iklan Nutrilon yg I :
I want to live my life to the absolute fullest
To open my eyes to be all I can be
To travel roads not taken,
To meet faces unknown
To feel the wind,
To touch the stars
I promise to discover myself
To stand tall with greatness
To chase down and catch every dream
LIFE IS AN ADVENTURE(Iklan Nutrilon edisi 1)
ini edisi Iklan Nutrilon yg kedua ga kalah bagusnya...
I wanna make clouds,
I want to jump over fences,
Play with shadows
Paint faces,
Get wet,
Invent,
Chase rainbows,
and collect stars,
LIFE IS AN ADVENTURE
(Iklan Nutrilon edisi 2)
Yang ini edisi Iklan Nutrilon Royal yang III, LIFE STARTS HERE keren bgt kata2nya...
New Nutrilon Royal-Life starts here
Lets call on the interested
The wide eyed
The hopeful
The Princesses
And the Princes
Their believer Lets some..
On the generalsThe Queens,
The Kings,
and The Knights start ride adventures trail,
Lets call on the ledgers,
The Lovers,
The big ones,
The small ones the boundaries
The attendance
Discoverers
The Conductor
The Scientist
The CEO's
Lets call on the sky walkers
The Movers
The Shakers
Lets call on the curious
And bring on the hope
LIFE STARTS HERE
(Iklan Nutrilon edisi 3)xii
The study concluded that there was a high percentage of mothers who
breast fed their infants however analyses of the data before and after advert
between the groups and within the groups of women showed that infant
formula advertisement had a significant effect on mothers’ choice of infant
feeding.xiii
Young mothers in many hospitals are provided with complimentary
packages that include coupons for free or discounted formula (Donnelly et
al.,2000; Ighogboja et al.,1996). These packages contain items such as
growth charts, baby hats and refrigerator magnets advertising a particular
company that manufactures infant formula. These vulnerable parents
receive subtle psychological message that the hospital endorses the
purchase and use of these products as necessary items for infants’ growth
and development (Ighogboja et al.,1996;Taylor, 1998).xiv
Advertisements give the impression that breast feeding is difficult and
babies require additional nutrients with breast milk. The mothers respond by
choosing milk formula which increases their sales (Judith and Ann, 2005). xv
Qualitative research suggests that Australian mothers do not draw a
distinction between toddler milk and infant formula, referring to both
products as ‘formula’ and when are shown toddler milk advertisements, they
believe them to be advertising infant formula products. Furthermore they
uncritically accepted advertisers’ claims that these formula products are
healthy or beneficial to a child’s health (Berry et al. 2010). These messages
are not consistent with the large body of evidence that demonstrates an
association between the use of infant formula (or any other breast milk
substitute) and significant health risks (Horta et al. 2007; Ip et al. 2007;
Quigley et al. 2009; Stuebe 2009). xvi
Almost all respondents (92.1%) reported that they had seen an
advertisement for ‘formula’. Of those, 93.3% indicated that they had seen
an advertisement that did not originate from a retailer (i.e., not in a
supermarket or pharmacy catalogue). Fewer than half the respondents
(44.5%) indicated that they had seen formula advertised by retailers. Most
respondents (66.8%) reported that they had seen a formula product suitable
for use from birth (infant formula) advertised. Fewer than half (45.1%)
indicated that they had seen a formula product suitable from 4-6 months
(follow-on formula) advertised. More than half (55.9%) reported that they
had seen a formula product suitable from 12 months (toddler milk)
advertised. Almost all respondents (91.0%) indicated that they had seen
advertisements for at least one of the infant formula products depicted on
the survey.xvii
Myths of employed and at-home mothers abound in the culture. A
cursory glance at the motherhood section of a bookstore is revealing.
Employed mothers are tired, busy, and guilty. At-home mothers live in a
state of bliss. On the negative side, at-home mothers suffer from “mommy
mush brain” due to lack of intellectual stimulation. Employed mothers
neglect their children, or at the very least have difficulty meeting children’s
basic needs of adequate food, clothing, protection, supervision, and security.
Employed mothers put their family relationships at risk and jeopardize
mother–infant bonding . In contrast, at-home mothers are bonded and
attached to their children, to the point of being over involved, controlling,
and enmeshed. On the positive side, at-home mothers are ever present and
therefore competent in protecting and supervising their children.
Scholars have sought to identify the underlying causes of maternal
myths. These scholars agree that the primary cause of maternal myths is
the perpetuation of patriarchy. The maternal bliss myth—that motherhood is
the joyful fruition of every woman’s aspirations—perpetuates systems of
patriarchy by attributing any maternal un-happiness and dissatisfaction to
failure of the mother. A good mother is a happy mother; an unhappy mother
is a failed mother. This myth attributes responsibility for the conditions of
motherhood to the individual, not the systemxviii
Exclusive breastfeeding—a success story: Cambodia
The rate of exclusive breastfeeding (EBF) for children under six months
increased from 11 per cent in 2000 to 60 percent in 2005. This dramatic
increase is the result of an integrated approach involving many partners in
Cambodia.
Lessons learned
A multi - faceted, integrated approach can have a rapid impact because
of sustained support and commitment through behavior change The highlevel commitments of government, development and other partners in
reducing child mortality and promoting breastfeeding were essential in
creating a legal framework to regulate infant and young child-feeding
products, while the engagement of health staff, community volunteers,
media, mothers and community leaders ensured optimal outreach to
families. Although the majority of babies in Cambodia are born outside of
hospital facilities community-based support groups bring breastfeeding skills
to pregnant women and mothers in their local environment Additionally, the
Baby-Friendly Hospital Initiative (BFHI) interventions, although limited in
scope because of the low number of hospital deliveries, allowed mothers
who did deliver in BFHI facilities to receive the best opportunity to establish
good breastfeeding practices.
Strategy and application
Optimal breastfeeding in the first year of life is one of the most
important strategies for improving child survival. Increasing breastfeeding
for the first six months of life could save the lives of many Cambodian
children under five years of age. The Cambodia Demographic and Health
Survey (CDHS) in 2000 showed that while 96 per cent of children were
breastfed at some point, only 11 per cent of children less than six months of
age had been exclusively breastfed.
Recognizing the impact of breastfeeding on reducing child mortality,
the Government and its health development partners, WHO, UNICEF, USAID
and NGOs under the Technical Working Group on Infant and Young Child
Feeding (IYCF), launched an aggressive breastfeeding promotion campaign
in early 2004, which is still ongoing. It is clear that mothers need support to
initiate and sustain optimal breastfeeding and complementary feeding
practices. This support needs to come from the family, community, the
workplace and the health system
The approach developed took into consideration the following factors:
89 percent of births take place at home, of which 66 percent are
assisted by traditional birth attendants with no formal training. Mothers who
receive antenatal or postnatal care are a minority.
85 percent of Cambodia’s population lives in rural areas.
Mass media can reach a large proportion of the population: in 2004,
every other household had a radio and access to television
An extensive network of community health volunteers working in all
villages, exists in Cambodia.
A multi-pronged strategy was pursued and included the following
elements:
High-level advocacy
In June 2004, a high-level consultation on Child Survival was conducted
between the Government and health development partners comprising
WHO, UNICEF, ADB, CIDA, DFID, EC and World Bank. Promoting and
supporting breastfeeding was adopted as the highest priority among the 12
key interventions stipulated in the Cambodia Child Survival Score Card
Interventions.
Partner policy frameworks
Two follow-up national-level workshops on child survival were held,
which led to partners re-aligning their programmes with the Cambodia Child
Survival Score Card Interventions. Promotion of breastfeeding was
integrated with all initiatives and services affecting infant and young child
health and development. WHO and UNICEF took the lead role in the IYCF
working group to provide technical assistance in rolling out these activities.
UNICEF provided a total of $417,800 for breastfeeding-promotion activities
between 2004 and 2006, the highest contribution among the stakeholders.
The legal framework.
A sub-decree on the marketing of infant and young child products,
aimed at ensuring appropriate industry and retail codes and practices to
safeguard breastfeeding, was adopted in November 2005. Nationwide
dissemination campaigns were held, involving line ministries, development
partners and milk companies.
Accreditation of “breastfeeding-friendly” sites.
A Baby Friendly Hospital Initiative accreditation programme was carried
out, focusing on national-level maternity public hospitals and provincial
referral hospitals. Since 2004, eight hospitals have been accredited as baby
friendly. Mothers’ support groups were formed to pay home visits to
pregnant women and provide counselling and support on breastfeeding at
the village level. Each support group includes the village chief, two mothers
who have experience in breastfeeding one traditional birth attendant and
one village health support group member, and all are trained by health
centre staff. This “Baby Friendly Child Initiative” has been launched in areas
where the BFHI has been implemented. To date, 2,012 villages are
implementing the initiative with support from UNICEF and NGOs
Participatory communication strategy.
A participatory communication strategy was developed, focusing on the
use of mass media to incorporate breastfeeding messages into popular TV
and radio programmes; training journalists on key messages about
breastfeeding; and national-level advocacy campaigns, including the launch
of World Breastfeeding Week involving the Prime Minister and other highlevel officials and community-level events advocating the importance of
breastfeeding.
Results
The preliminary results of CDHS 2005 have shown significant
improvements in breastfeeding practices. Exclusive breastfeeding is
becoming a more common practice in Cambodia, with 60 per cent of
children less than six months having being exclusively breastfed in 2005.
This is a significant increase from 11 percent 2000.
This positive behaviour change in breastfeeding is in line with
improvements in the nutritional status of children and the significant decline
in infant and under-five mortality rates, which have been stagnant for the
last 10 years. The results are also consistent with the findings from the
knowledge, attitudes and practices survey conducted by the BBC World
Service Trust, which showed that knowledge of the benefit of breastfeeding
immediately after birth increased from 39 percent in 2004 to 71 percent in
2006. The same study has also seen a decline in the percentage of the
population which believes that the mother or the caretaker should give the
baby substances other than breast milk in the first six months, from 60 per
cent in 2004 to 18 per cent in 2006.
Next steps
Given the numerous and complex determinants of breastfeeding,
maintaining the current level of achievement to obtain universal coverage
will be very challenging for all actors in the next few years.
The final report of CDHS 2005 will provide insights into social, cultural
and economic factors and determinants that the Cambodian society has
experienced in the last five years. Careful assessment of these changes will
serve as a basis for fine-tuning and scaling up ongoing interventions
nationwide.xix
i
UNICEF Press release. “Breastfeeding is the cheapest and most effective life-saver in
history” http://www.unicef.org/media/media_70044.html. NEW YORK, 1 August
2013. [diakses tanggal 20 Agustus 2013 jam 15.00 WIB]
ii
Ajeng Anastasia Kinanti. “WBTI: Hanya 27,5 Persen Ibu Indonesia yang Memberi ASI Eksklusif.”
http://health.detik.com/read/2013/06/13/155601/2272641/763/wbti-hanya-275-persen-ibuindonesia-yang-memberi-asi-eksklusif. Kamis, 13/06/2013 16:00 WIB. [diakses tanggal 26 Agustus
2013 jam 18.00 WIB]
iii
iv
Dadang Kusmayadi. “ASI vs Susu Sapi”. http://majalah.hidayatullah.com/?p=1965.
[diakses tanggal 24 Agustus 2013 jam 10.00 WIB]
http://www.theguardian.com/world/2013/feb/15/babies-health-formula-indonesia-breastfeeding
v
vi
Bramirus Mikail dan Asep Candra. “Pemerintah Resmi Sahkan PP ASI”
http://health.kompas.com/read/2012/04/05/01034845/Pemerintah.Resmi.Sahkan.PP.
ASI. Kamis, 5 April 2012 | 01:03 WIB. [diakses tanggal 16 September 2013 jam 08.00 WIB]
Asep Candra (ed) “PP ASI Eksklusif Dinilai Belum Efektif”.
http://health.kompas.com/read/2013/03/13/19335992/PP.ASI.Eksklusif.Dinilai.Belum.Efektif.
[diakses tanggal 16 September 2013 jam 08.00 WIB]
vii
http://health.kompas.com/read/2013/06/13/2005344/50.Persen.Tenaga.Kesehatan.Tak.Tahu.PP.ASI.
Eksklusif
viii
http://health.kompas.com/read/2012/08/03/12024940/PP.ASI.Perlu.Diawasi
ix
http://www.theguardian.com/world/2013/feb/15/babies-health-formula-indonesia-breastfeeding
x
http://www.merrisgriffiths.co.uk/PhD/chapter_5.html
xi
http://www.merrisgriffiths.co.uk/PhD/chapter_5.html
xii
http://ika-andriani.blogspot.com/2012/04/puisi-iklan-nutrilon-royal.html
xiii
http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xiv
http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xv
http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xvi
http://anzmac2010.org/proceedings/pdf/anzmac10Final00376.pdf
xvii
http://anzmac2010.org/proceedings/pdf/anzmac10Final00376.pdf
xviii
Deirdre D. Johnston and Debra H. Swanson. “Invisible Mothers: A Content Analysis of
Motherhood Ideologies and Myths in Magazines” http://www.public.asu.edu/~kleong/mothers%20in
%20magazines.pdf. [diakses tanggal 15 September 2013 jam 22.00 WIB]
xix
UNICEF Web-based Orientation Series for Programme and Communication Specialists.
“Improving Exclusive Breastfeeding Practicesby using Communication for Development in Infant
and Young Child Feeding Programmes.” UNICEF C4D orientation webinar series, June 2010 version.
http://www.unicef.org/nutrition/files/C4D_in_EBF_manual__6_15_2010_final.pdf . [diakses tanggal
28 Agustus 2013 jam 16.00 WIB]
ANALISIS SEMIOTIKA IKLAN SUSU FORMULA SETELAH LAHIRNYA
PERATURAN PEMERINTAH NOMOR 33 TENTANG PEMBERIAN ASI
EKSKLUSIF
Disusun oleh: Panji Suryo Nugroho
Latar belakang
Pada momen World Breastfeeding Week, UNICEF telah memfokuskan
pemberian ASI sebagai cara paling efektif dan terjangkau guna
menyelamatkan hidup bayi. “Tidak ada satu upaya intervensi kesehatan
yang memiliki dampak bagi bayi sedemikian besar layaknya pemberian ASI
yang tidak menelan biaya besar bagi pemerintah.” Demikian diucapkan
UNICEF Deputy Executive Director Geeta Rao Gupta. “Pemberian ASI adalah
imunisasi pertama bagi bayi dan penyelamat kehidupan paling efektif dan
murah selamanya.” demikian lanjutnya.
Anak yang mendapat ASI eksklusif mempunyai peluang 14 kali lebih
baik untuk bertahan hidup pada enam bulan pertama hidupnya
dibandingkan mereka yang tidak mendapatkan ASI. Mulai memberi ASI pada
hari pertama kelahiran dapat mengurangi resiko kematian bayi baru lahir
hingga 45 persen. Pemberian ASI juga mendukung kemampuan anak dalam
belajar serta mampu mencegah obesitas dan beberapa penyakit serius di
kehidupannya kelak. Penelitian terbaru di Amerika Serikat dan Inggris Raya
menunjukkan penghematan yang tinggi di bidang kesehatan karena anak
yang mendapatkan ASI lebih jarang sakit daripada yang tidak mendapatkan
ASI. Bagi ibu yang menyusui ada manfaat tersendiri yaitu berkurangnya
peluang untuk hamil lagi selama enam bulan, pulih lebih cepat setelah
melahirkan, dan dapat kembali ke berat tubuh semula lebih cepat. Manfaat
lain mereka lebih tidak beresiko mengalami depresi pasca melahirkan dan
terkena kanker payudara.
Manfaat yang sedemikian besar ternyata tidak menjadikan pemberian
ASI sebagai kebiasaan. Tercatat pada tahun 2012 hanya 39 persen dari anak
seluruh dunia yang mendapat ASI eksklusif selama enam bulan pertama
kehidupannya. Kurangnya dukungan lingkungan terhadap ibu yang
menyusui dikatakan menjadi salah satu penyebab utama rendahnya tingkat
pemberian ASI eksklusif di seluruh dunia termasuk di Indonesia. i
Pemberian ASI (Air Susu Ibu) eksklusif selama 6 bulan di Indonesia
belum dapat terlaksana dengan baik. Riset yang dilakukan oleh World
Breastfeeding Trends Initiative (WBTI) pada tahun 2012 menunjukkan hanya
27,5 persen saja ibu di Indonesia yang berhasil memberi ASI eksklusif.
Indonesia berarti berada pada peringkat 49 dari 51 negara yang mendukung
pemberian ASI eksklusif. Padahal Kementerian Kesehatan RI pada tahun
2010 menargetkan jumlah ibu di Indonesia yang memberi ASI eksklusif
adalah 61,5 persen dan pada tahun 2014, targetnya adalah 80 persen.ii
Lebih lanjut Survei Sosial Ekonomi Nasional menyebutkan pada tahun
2006 jumlah ibu yang memberikan ASI eksklusif sebesar 64, 1 persen. Pada
tahun 2007 jumlahnya menurun menjadi 62,2 persen, dan kembali turun
pada 2008 menjadi 56, 2 persen. Hasil Survei Demografi Kesehatan
Indonesia (SDKI) 2002 menunjukkan hanya 3,7 persen bayi yang
memperoleh ASI pada hari pertama. Sedangkan pemberian ASI pada bayi
umur kurang 2 bulan sebesar 64 persen, antara 2-3 bulan 45,5 persen. Juga
antara 4-5 bulan 13,9 persen, dan antara 6-7 bulan 7 persen. Sementara itu,
cakupan pemberian susu formula meningkat 3 kali lipat dalam kurun waktu
antara 1997 sebesar 10,8 persen menjadi 32,4persen pada tahun 2002.
Ketua Umum Asosiasi Ibu Menyusui Indonesia (AIMI), Mia Sutanto
mengatakan, tingkat pemberian ASI di negeri ini bahkan lebih rendah
dibandingkan negeri yang sedang dilanda perang seperti Afghanistan.
Berdasarkan laporan World Breastfeeding Trends Initiative (WBTi) tahun
2008, tingkat pemberian ASI di Afghanistan sebesar 87/150, sedangkan di
Indonesia hanya sebesar 57,5/150 saja. Apa pasal rendahnya angka ibu
yang meberikan ASI eksklusif di Indonesia. Apakah sebab kurangnya
sosialisasi? “Tidak juga!” jawab Mia. Sebab menurutnya, pemerintah melalui
kementerian kesehatan giat mengkampanyekan ASI eksklusif. Berbagai
lembaga swadaya masyarakat lokal dan luar negeri juga aktif melakukan hal
serupa.
Menurut Mia, ada dua faktor utama penyebab rendahnya angka ibu
menyusui Indonesia. Pertama, masalah rendahnya edukasi dan dukungan.
Hal ini meliputi rendahnya pengetahuan para ibu tentang manfaat ASI dan
cara menyusui yang benar, kurangnya pelayanan konseling laktasi dan
dukungan dari petugas kesehatan. Selain itu, persepsi-persepsi sosialbudaya yang menentang pemberian ASI, dan kondisi yang kurang memadai
bagi para ibu yang bekerja (cuti melahirkan yang terlalu singkat dan tidak
adanya ruang di tempat kerja untuk menyusui atau memompa ASI).
Sedangkan faktor kedua, kata Mia, gencarnya kampanye promosi susu
formula. Katanya, susu formula berperan besar dalam menggagalkan
kampanye pemberian ASI. “Lima puluh persen dipengaruhi oleh faktor ini.
Kalau pemasaran susu formula bisa dieliminasi, kita tinggal konsentrasi di
masalah edukasi dan dukungan,” ujar Mia kepada Suara Hidayatullah di
kantornya bulan lalu.iii
Some mothers formula feed because they're not eating enough
themselves, and don't feel confident that they're producing enough milk. A
Save the Children report due out on Monday will give details of
breastfeeding rates and child nutrition across the developing world. Wahdini
Hakim, senior programme manager, says that persuading mothers to
breastfeed is a more effective intervention than efforts to improve
sanitation.
But there is a looming influence, far greater than personal choice: that
of the formula companies. The World Health Organisation (WHO) has codes
on corporate selling of formula that go back to 1981. But this is big business
for big companies – two thirds of their growth comes from Asia-Pacific. The
Indonesia market is worth $1.1bn (£708m).iv
Kampanye susu formula sendiri secara politik sudah dihambat oleh
kebijakan pemerintah melalui PP Nomor 33 tahun 2012 tentang pemberian ASI
eksklusif, selanjutnya akan disebut PP ASI, telah diputuskan sekitar satu bulan yang lalu,
tepatnya 1 Maret 2012. Peraturan pemerintah ini dilahirkan, sebagaimana dikatakan oleh Kepala
Pusat Komunikasi Publik Kementerian Kesehatan Murti Utami, guna menjamin pemenuhan hak
bayi untuk mendapatkan sumber makanan terbaik sejak dilahirkan sampai berusia 6 bulan. v
Meskipun demikian, peraturan ini dinilai belum efektif oleh beberapa kalangan terutama karena
sosialisasi yang masih belum merata.vi Bahkan banyak tenaga kesehatan yang belum memahami
keberadaan peraturan ini.vii Terlebih pada tahap pelaksanaan akan memerlukan pengawasan yang
baik agar terjamin tujuan yang diinginkan peraturan ini.viii
PP ASI menjadikan Indonesia sebagai salah satu negara dengan hukum pemberian ASI
yang paling ketat di dunia. Dikatakan bahwa setiap bayi yang lahir wajib diberikan ASI, kecuali
dengan perkecualian secara medis. Barangsiapa yang melanggarnya dapat dikenai hukuman
penjara setahun atau denda hingga 100 juta rupiah meskipun belum ada kasus yang sampai
mengantar seseorang masuk penjara karena tidak memberikan ASI kepada anaknya. Meskipun,
menurut Nia Umar, salah satu pegiat ASI yang bergabung dalam AIMI adalah satu hal yang
absurd karena diatur hukum untuk menjalankan satu hal yang secara alami kita lakukan ibarat
kita dipaksa secara hukum untuk makan nasi. Menurut dugaannya industri susu formula ada di
belakan aturan hukum yang demikian absurd.ix
Metodologi
Penelitian ini akan mencoba membaca bagaimana kampanye, yang
dibangun untuk promosi susu formula melalui berbagai iklan di media
massa, disampaikan kepada pembaca terutama setelah muncul PP ASI yang
melarang iklan susu formula. Penelitian ini diharapkan dapat menemukan
jawaban bagaimana strategi kampanye perusahaan susu formula lewat
iklan. Sampel iklan yang akan menjadi objek penelitian adalah iklan Bebelac
edisi bebestar everyone’s a star dan Nutrilon royal edisi Life starts here.
Kajian iklan
Advertisement
akan
berhutang
banyak
pada
karya
Decoding
Analisis secara semiotika akan digunakan dalam membaca iklan-iklan
susu formula. Semiotic analysis is a qualitative approach to (media) texts
and is perhaps the most effective way to consider textual elements that are
not quantifiable but never the less significant in terms of the overall ‘feel’ of
an advertisement. A number of textual aspects or codes were focussed on in
the context of this study, including appeals, characters, attitudes, colours,
rhetoric, narratives, aesthetics and overall product philosophies. x
The process of analysis began by identifying any possible connotations in a small sample of
advertisementsxi
Hasil dan Diskusi
Iklan bebelac yang akan kita analisis adalah iklan versi bebestar 2 everyone’s a star
yang versi cetak untuk media cetak dan juga media massa online yang salah satunya
nampak disini:
Iklan ini adalah promo dari acara pemanduan bakat (talent show) berjudul Bebestar 2
yang merupakan kelanjutan dari kegiatan serupa di tahun sebelumnya. Kegiatan yang
disponsori oleh susu bebelac ini mempunyai konsep
Apabila kita perhatikan iklan itu maka akan tampak gambar seorang anak yang
mengenakan jaket hitam dengan satu tangan sedang memegang microphone dan tangan
satunya menunjuk ke dada dengan latar tampak lampu sorot dalam bingkai bintang segi
lima. Terpampang di tengah bentuk pita dengan nama sang anak yang merupakan salah
satu pemenang dari kontes bebestar sebelumnya. Di bawahnya tampak tulisan berwarna
biru bebestar dengan huruf a ada aksen bintang kuning di tengahnya dan angka 2
berwarna merah dengan tagline juga berwarna biru everyone’s a star. Gambar latar iklan
didominasi warna kuning dengan aksen bintang-bintang berwarna kuning tapi lebih cerah.
Pada bagian kiri atas terdapat tulisan Nutricia dengan warna biru serupa dengan tulisan
bebestar.
Beberapa ikon yang menarik dapat dicatat tampak dalam pembacaan salah satunya
adalah bintang yang tampak dominan ditampilkan dalam iklan. Bingkai utama gambar
berbentuk bintang, gambar latar kuning juga diberi aksen bintang, begitu pula pada tulisan
bebestar huruf a mempunyai gambar bintang di tengahnya. Gambar bintang yang dominan
ini sejalan dengan kata “star” yang berarti bintang pada nama acara yaitu bebestar 2.
Hal lain yang perlu menjadi catatan adalah warna yang dipilih yaitu dominan kuning
dan biru. Dua warna tersebut juga menjadi warna dominan yang digunakan oleh kemasan
susu formula bebelac 2.
Salah satu iklan lain yang menarik yang dapat menggambarkan strategi marketing
susu formula setelah turunnya PP ASI adalah iklan Nutrilon Royal edisi Life Starts Here.
Berikut adalah tampilan dari salah satu edisi untuk media cetak:
Ya Ampuuun..tiap liat iklan ini hening gw...kata2nya bagus bgt..merinding
dengernya...
gw rangkum semua iklan nutrilon 1-3..maknanya ttg hidup..dan muka2 anak kecil diiklan yg
imut2, lucu....
ini edisi Iklan Nutrilon yg I :
I want to live my life to the absolute fullest
To open my eyes to be all I can be
To travel roads not taken,
To meet faces unknown
To feel the wind,
To touch the stars
I promise to discover myself
To stand tall with greatness
To chase down and catch every dream
LIFE IS AN ADVENTURE(Iklan Nutrilon edisi 1)
ini edisi Iklan Nutrilon yg kedua ga kalah bagusnya...
I wanna make clouds,
I want to jump over fences,
Play with shadows
Paint faces,
Get wet,
Invent,
Chase rainbows,
and collect stars,
LIFE IS AN ADVENTURE
(Iklan Nutrilon edisi 2)
Yang ini edisi Iklan Nutrilon Royal yang III, LIFE STARTS HERE keren bgt kata2nya...
New Nutrilon Royal-Life starts here
Lets call on the interested
The wide eyed
The hopeful
The Princesses
And the Princes
Their believer Lets some..
On the generalsThe Queens,
The Kings,
and The Knights start ride adventures trail,
Lets call on the ledgers,
The Lovers,
The big ones,
The small ones the boundaries
The attendance
Discoverers
The Conductor
The Scientist
The CEO's
Lets call on the sky walkers
The Movers
The Shakers
Lets call on the curious
And bring on the hope
LIFE STARTS HERE
(Iklan Nutrilon edisi 3)xii
The study concluded that there was a high percentage of mothers who
breast fed their infants however analyses of the data before and after advert
between the groups and within the groups of women showed that infant
formula advertisement had a significant effect on mothers’ choice of infant
feeding.xiii
Young mothers in many hospitals are provided with complimentary
packages that include coupons for free or discounted formula (Donnelly et
al.,2000; Ighogboja et al.,1996). These packages contain items such as
growth charts, baby hats and refrigerator magnets advertising a particular
company that manufactures infant formula. These vulnerable parents
receive subtle psychological message that the hospital endorses the
purchase and use of these products as necessary items for infants’ growth
and development (Ighogboja et al.,1996;Taylor, 1998).xiv
Advertisements give the impression that breast feeding is difficult and
babies require additional nutrients with breast milk. The mothers respond by
choosing milk formula which increases their sales (Judith and Ann, 2005). xv
Qualitative research suggests that Australian mothers do not draw a
distinction between toddler milk and infant formula, referring to both
products as ‘formula’ and when are shown toddler milk advertisements, they
believe them to be advertising infant formula products. Furthermore they
uncritically accepted advertisers’ claims that these formula products are
healthy or beneficial to a child’s health (Berry et al. 2010). These messages
are not consistent with the large body of evidence that demonstrates an
association between the use of infant formula (or any other breast milk
substitute) and significant health risks (Horta et al. 2007; Ip et al. 2007;
Quigley et al. 2009; Stuebe 2009). xvi
Almost all respondents (92.1%) reported that they had seen an
advertisement for ‘formula’. Of those, 93.3% indicated that they had seen
an advertisement that did not originate from a retailer (i.e., not in a
supermarket or pharmacy catalogue). Fewer than half the respondents
(44.5%) indicated that they had seen formula advertised by retailers. Most
respondents (66.8%) reported that they had seen a formula product suitable
for use from birth (infant formula) advertised. Fewer than half (45.1%)
indicated that they had seen a formula product suitable from 4-6 months
(follow-on formula) advertised. More than half (55.9%) reported that they
had seen a formula product suitable from 12 months (toddler milk)
advertised. Almost all respondents (91.0%) indicated that they had seen
advertisements for at least one of the infant formula products depicted on
the survey.xvii
Myths of employed and at-home mothers abound in the culture. A
cursory glance at the motherhood section of a bookstore is revealing.
Employed mothers are tired, busy, and guilty. At-home mothers live in a
state of bliss. On the negative side, at-home mothers suffer from “mommy
mush brain” due to lack of intellectual stimulation. Employed mothers
neglect their children, or at the very least have difficulty meeting children’s
basic needs of adequate food, clothing, protection, supervision, and security.
Employed mothers put their family relationships at risk and jeopardize
mother–infant bonding . In contrast, at-home mothers are bonded and
attached to their children, to the point of being over involved, controlling,
and enmeshed. On the positive side, at-home mothers are ever present and
therefore competent in protecting and supervising their children.
Scholars have sought to identify the underlying causes of maternal
myths. These scholars agree that the primary cause of maternal myths is
the perpetuation of patriarchy. The maternal bliss myth—that motherhood is
the joyful fruition of every woman’s aspirations—perpetuates systems of
patriarchy by attributing any maternal un-happiness and dissatisfaction to
failure of the mother. A good mother is a happy mother; an unhappy mother
is a failed mother. This myth attributes responsibility for the conditions of
motherhood to the individual, not the systemxviii
Exclusive breastfeeding—a success story: Cambodia
The rate of exclusive breastfeeding (EBF) for children under six months
increased from 11 per cent in 2000 to 60 percent in 2005. This dramatic
increase is the result of an integrated approach involving many partners in
Cambodia.
Lessons learned
A multi - faceted, integrated approach can have a rapid impact because
of sustained support and commitment through behavior change The highlevel commitments of government, development and other partners in
reducing child mortality and promoting breastfeeding were essential in
creating a legal framework to regulate infant and young child-feeding
products, while the engagement of health staff, community volunteers,
media, mothers and community leaders ensured optimal outreach to
families. Although the majority of babies in Cambodia are born outside of
hospital facilities community-based support groups bring breastfeeding skills
to pregnant women and mothers in their local environment Additionally, the
Baby-Friendly Hospital Initiative (BFHI) interventions, although limited in
scope because of the low number of hospital deliveries, allowed mothers
who did deliver in BFHI facilities to receive the best opportunity to establish
good breastfeeding practices.
Strategy and application
Optimal breastfeeding in the first year of life is one of the most
important strategies for improving child survival. Increasing breastfeeding
for the first six months of life could save the lives of many Cambodian
children under five years of age. The Cambodia Demographic and Health
Survey (CDHS) in 2000 showed that while 96 per cent of children were
breastfed at some point, only 11 per cent of children less than six months of
age had been exclusively breastfed.
Recognizing the impact of breastfeeding on reducing child mortality,
the Government and its health development partners, WHO, UNICEF, USAID
and NGOs under the Technical Working Group on Infant and Young Child
Feeding (IYCF), launched an aggressive breastfeeding promotion campaign
in early 2004, which is still ongoing. It is clear that mothers need support to
initiate and sustain optimal breastfeeding and complementary feeding
practices. This support needs to come from the family, community, the
workplace and the health system
The approach developed took into consideration the following factors:
89 percent of births take place at home, of which 66 percent are
assisted by traditional birth attendants with no formal training. Mothers who
receive antenatal or postnatal care are a minority.
85 percent of Cambodia’s population lives in rural areas.
Mass media can reach a large proportion of the population: in 2004,
every other household had a radio and access to television
An extensive network of community health volunteers working in all
villages, exists in Cambodia.
A multi-pronged strategy was pursued and included the following
elements:
High-level advocacy
In June 2004, a high-level consultation on Child Survival was conducted
between the Government and health development partners comprising
WHO, UNICEF, ADB, CIDA, DFID, EC and World Bank. Promoting and
supporting breastfeeding was adopted as the highest priority among the 12
key interventions stipulated in the Cambodia Child Survival Score Card
Interventions.
Partner policy frameworks
Two follow-up national-level workshops on child survival were held,
which led to partners re-aligning their programmes with the Cambodia Child
Survival Score Card Interventions. Promotion of breastfeeding was
integrated with all initiatives and services affecting infant and young child
health and development. WHO and UNICEF took the lead role in the IYCF
working group to provide technical assistance in rolling out these activities.
UNICEF provided a total of $417,800 for breastfeeding-promotion activities
between 2004 and 2006, the highest contribution among the stakeholders.
The legal framework.
A sub-decree on the marketing of infant and young child products,
aimed at ensuring appropriate industry and retail codes and practices to
safeguard breastfeeding, was adopted in November 2005. Nationwide
dissemination campaigns were held, involving line ministries, development
partners and milk companies.
Accreditation of “breastfeeding-friendly” sites.
A Baby Friendly Hospital Initiative accreditation programme was carried
out, focusing on national-level maternity public hospitals and provincial
referral hospitals. Since 2004, eight hospitals have been accredited as baby
friendly. Mothers’ support groups were formed to pay home visits to
pregnant women and provide counselling and support on breastfeeding at
the village level. Each support group includes the village chief, two mothers
who have experience in breastfeeding one traditional birth attendant and
one village health support group member, and all are trained by health
centre staff. This “Baby Friendly Child Initiative” has been launched in areas
where the BFHI has been implemented. To date, 2,012 villages are
implementing the initiative with support from UNICEF and NGOs
Participatory communication strategy.
A participatory communication strategy was developed, focusing on the
use of mass media to incorporate breastfeeding messages into popular TV
and radio programmes; training journalists on key messages about
breastfeeding; and national-level advocacy campaigns, including the launch
of World Breastfeeding Week involving the Prime Minister and other highlevel officials and community-level events advocating the importance of
breastfeeding.
Results
The preliminary results of CDHS 2005 have shown significant
improvements in breastfeeding practices. Exclusive breastfeeding is
becoming a more common practice in Cambodia, with 60 per cent of
children less than six months having being exclusively breastfed in 2005.
This is a significant increase from 11 percent 2000.
This positive behaviour change in breastfeeding is in line with
improvements in the nutritional status of children and the significant decline
in infant and under-five mortality rates, which have been stagnant for the
last 10 years. The results are also consistent with the findings from the
knowledge, attitudes and practices survey conducted by the BBC World
Service Trust, which showed that knowledge of the benefit of breastfeeding
immediately after birth increased from 39 percent in 2004 to 71 percent in
2006. The same study has also seen a decline in the percentage of the
population which believes that the mother or the caretaker should give the
baby substances other than breast milk in the first six months, from 60 per
cent in 2004 to 18 per cent in 2006.
Next steps
Given the numerous and complex determinants of breastfeeding,
maintaining the current level of achievement to obtain universal coverage
will be very challenging for all actors in the next few years.
The final report of CDHS 2005 will provide insights into social, cultural
and economic factors and determinants that the Cambodian society has
experienced in the last five years. Careful assessment of these changes will
serve as a basis for fine-tuning and scaling up ongoing interventions
nationwide.xix
i
UNICEF Press release. “Breastfeeding is the cheapest and most effective life-saver in
history” http://www.unicef.org/media/media_70044.html. NEW YORK, 1 August
2013. [diakses tanggal 20 Agustus 2013 jam 15.00 WIB]
ii
Ajeng Anastasia Kinanti. “WBTI: Hanya 27,5 Persen Ibu Indonesia yang Memberi ASI Eksklusif.”
http://health.detik.com/read/2013/06/13/155601/2272641/763/wbti-hanya-275-persen-ibuindonesia-yang-memberi-asi-eksklusif. Kamis, 13/06/2013 16:00 WIB. [diakses tanggal 26 Agustus
2013 jam 18.00 WIB]
iii
iv
Dadang Kusmayadi. “ASI vs Susu Sapi”. http://majalah.hidayatullah.com/?p=1965.
[diakses tanggal 24 Agustus 2013 jam 10.00 WIB]
http://www.theguardian.com/world/2013/feb/15/babies-health-formula-indonesia-breastfeeding
v
vi
Bramirus Mikail dan Asep Candra. “Pemerintah Resmi Sahkan PP ASI”
http://health.kompas.com/read/2012/04/05/01034845/Pemerintah.Resmi.Sahkan.PP.
ASI. Kamis, 5 April 2012 | 01:03 WIB. [diakses tanggal 16 September 2013 jam 08.00 WIB]
Asep Candra (ed) “PP ASI Eksklusif Dinilai Belum Efektif”.
http://health.kompas.com/read/2013/03/13/19335992/PP.ASI.Eksklusif.Dinilai.Belum.Efektif.
[diakses tanggal 16 September 2013 jam 08.00 WIB]
vii
http://health.kompas.com/read/2013/06/13/2005344/50.Persen.Tenaga.Kesehatan.Tak.Tahu.PP.ASI.
Eksklusif
viii
http://health.kompas.com/read/2012/08/03/12024940/PP.ASI.Perlu.Diawasi
ix
http://www.theguardian.com/world/2013/feb/15/babies-health-formula-indonesia-breastfeeding
x
http://www.merrisgriffiths.co.uk/PhD/chapter_5.html
xi
http://www.merrisgriffiths.co.uk/PhD/chapter_5.html
xii
http://ika-andriani.blogspot.com/2012/04/puisi-iklan-nutrilon-royal.html
xiii
http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xiv
http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xv
http://www.agrosciencejournal.com/public/agro9o3-7.pdf
xvi
http://anzmac2010.org/proceedings/pdf/anzmac10Final00376.pdf
xvii
http://anzmac2010.org/proceedings/pdf/anzmac10Final00376.pdf
xviii
Deirdre D. Johnston and Debra H. Swanson. “Invisible Mothers: A Content Analysis of
Motherhood Ideologies and Myths in Magazines” http://www.public.asu.edu/~kleong/mothers%20in
%20magazines.pdf. [diakses tanggal 15 September 2013 jam 22.00 WIB]
xix
UNICEF Web-based Orientation Series for Programme and Communication Specialists.
“Improving Exclusive Breastfeeding Practicesby using Communication for Development in Infant
and Young Child Feeding Programmes.” UNICEF C4D orientation webinar series, June 2010 version.
http://www.unicef.org/nutrition/files/C4D_in_EBF_manual__6_15_2010_final.pdf . [diakses tanggal
28 Agustus 2013 jam 16.00 WIB]