Increasingly, it seems that televised news feature stories are focusing on the obesity epidemic that plagues our nation, pointing their camera lenses at over-sized midsections of people of all ages. It is common to see images of Americans shoving greasy hamburgers, french fries, ice cream, and other fattening foods and snacks into their mouths. I often wonder what truly accounts for the remarkable surge in obesity rates: genetics, an uncontrollable food addiction, or a simple lack of willpower to give up super-sized and high-calorie, yet good-tasting foods.

During a news commercial break, I become even more perplexed. First, I see a commercial that advertises the latest weight-loss supplement, endorsed by a well-known and respected celebrity, and testimonials from consumers who have shed considerable weight after using the product. The people on the commercial appear as thin, happy, and successful in their careers and relationships, due to an enhanced self-confidence that they claim the product produces. The next commercial, though, advertises a giant, juicy cheeseburger, golden fries, and chocolate milkshake that is available for a limited time at a discounted price at a local fast-food chain. The actors in the commercial who are consuming this meal are also thin, happy, and amidst a group of cheeseburger-consuming friends who are all having a great time at the restaurant. The underlying messages in both of these contradictory ads seem to be: purchase our product so that you will be happy and well-liked.

Perhaps there is a link between these unhealthy televised messages and our society's high obesity rates. Although these ads are distinct in content, they similarly seem to appeal to a consumer's inner desire to socially fit in. We know from health experts, though, that weight-loss supplements do not reliably shed pounds and can result in unforeseen serious health problems. We are also aware that high-calorie foods can trigger obesity, hypertension, diabetes, and other compromising health conditions. Yet, despite these health risks, as evidenced by news images and statistics, our country's citizens still choose to consume fattening foods. Television commercials seem to advocate either extreme: thinness or obesity. Because it is difficult to lose weight to meet this thinness ideal, people are more likely to fall victim to manipulative food ads that impact their buying behaviors, in turn, helping to propel obesity rates. These foods are often less costly and convenient as well, further persuading consumers to partake in them.

Contradictory messages also appear in televised popular programming, where lead characters are often presented as thin and well-liked, but are shown to eat unhealthy foods and snacks. In an effort to achieve a sense of social belonging, viewers might seek to identify with their favorite television characters and, consequently, mimic their eating patterns, albeit unhealthy. I, myself, sometimes become attracted to food products that popular and healthy-looking TV characters endorse.

What can we, as food consumers, do to help reverse our society's considerably high obesity rates? Although obesity can, perhaps, be attributed to multiple causal factors, food advertising undoubtedly has a strong impact on our susceptibility to televised messages that promote fattening foods. We need to become more active, discriminative, and knowledgeable food consumers so that we can identify the food industry's attempts to manipulate our buying behaviors and food choices. Televised news stories exposing the health risks of obesity, although informative and important, do not seem to be helping to decrease our nation's obesity rates. Perhaps, there need to be more commercials and popular programs that present and discuss these risks and advocate a healthy and well-balanced lifestyle.