an Ad a Day

A look at the marketing that surrounds us.

Angelsounds Fetal Heart Rate Monitor: Listen to Your Baby

Posted by Rosepixie on June 19, 2010

A friend of mine sent me this set of banner ads for Angelsounds Fetal Heart Rate Monitor.

I have no idea if the second ad is missing a word or if there’s just an extra apostrophe, but the sentence as it is isn’t terribly clear, since either you’re listening to something that isn’t specified or the ad is aimed at the small percentage of people expecting multiple children at once (twins, triplets, etc.).  The image and the placement of the words could indicate that you’re listening to your baby’s footsteps, but if your baby is taking footsteps while in your womb you have bigger things to worry about that what it’s heart rate is!

Basically, I find these ads really confusing.  There might be a perfectly reasonable need for a fetal heart rate monitor at home during pregnancy, but I’m unaware of what it would be.  As far as I knew, you could reasonably go your entire pregnancy only having the fetus’s heart monitored during visits to the doctor and while actually giving birth in a hospital.  I can totally understand a midwife wanting such a device, but I’m not clear on why an expectant parent would need one.

And the one year warranty kind of made me laugh, since I doubt most people would get any use out of this for more than a few months.  I mean, what do you do with it after you give birth?

The friend who sent this to me said that the ad also suggested the device would strengthen the feeling of being a mother.  This also seems odd to me.  It seems to suggest that women need their maternal feelings strengthened and I have to wonder how hearing the baby’s heartbeat through a device is supposed to do that when, presumably, feeling the baby actually kicking your internal organs daily isn’t apparently doing it.  I mean, it seems like the woman who isn’t sufficiently feeling maternal from what she can already feel of her baby as she carries it isn’t likely to be suddenly turned onto the feeling by a blipping on a speaker.

Besides, who’s to decide that a woman isn’t feeling motherly enough?  The ad seems to suggest that it’s aimed at the mother herself, but this does seem more like the kind of thing you get as a gift than something an expectant mother actually buys for herself.  And if you’re giving the gift to help the woman feel more like a mother, that’s somewhat insulting to her.  As if you’re saying “you aren’t motherly enough, so I got this to help you (or maybe make you feel guilty about your lack of motherly feelings)”.

Basically, I can completely understand these devices needing to exist.  I just think that this is a pretty insensitive and thoughtless way of advertising them.  Although, apparently the people making the ads didn’t feel the need to even proofread them, so perhaps thought is asking a bit much.  Still, this feels very callous and money-grubbing.  It could be worse, but that’s never an excuse.


2 Responses to “Angelsounds Fetal Heart Rate Monitor: Listen to Your Baby”

  1. JP said

    My friend bought this, so I thought I would offer some insight. 🙂 She had trouble getting pregnant (basically, there was scar-tissue blocking the eggs from getting fertilized and from leaving the ovaries), and even though she wasn’t at a larger risk of having a miscarriage once she had help getting pregnant with IVF, she says it’s a tremendous comfort to hear her baby’s heart – it’s not a 100% guarantee that the baby is 100% fine, but like she says – if the baby hasn’t moved for a bit (or even in the early stages where you can’t feel movement yet), it’s a reassurance to be able to just grab that thing and listen to the heartbeat of the baby – it still keeps her reassured that her baby is okay in between the chec-ups. 🙂

    I totally get her. She fought so hard to get pregnant,and she worries a lot about the health of her child – so it’s a huge comfort to her when she’s worried or just want to listen to her baby (and hey, I think a lot of women enjoy listening to their unborn child, even if it isn’t medically necessary – especially if they’ve had trouble getting pregnant to begin with. 🙂 ). Even someone who didn’t have trouble getting pregnant might like to listen to the heartbeat of their baby – and I can see how it could strengthen the bond between mother and child, even if- like you said – you don’t downright NEED it and a number of women don’t feel that way.

    But, hahaha, the wording/extra apostrophe IS kinda weird. 😛

  2. JP said

    Also, I read it as “FATAL heart rate monitor”, and almost had a heart attack until my brain finally caught on. “OMG, IT KILLS BABI– oh.. err. nevermind.” 😛

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