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Jillian Meade
Bret Zawilski
RC 2001
29 October 2015
Major Issues Essay Draft 1
We hear it being said over and over again in this day and age; America is becoming
obese. Many people often wonder, what exactly categorizes an individual as obese. According to
the Centers for Disease Control and Prevention, Weight that is higher than what is considered as
a healthy weight for a given height is described as overweight or obese. Body Mass Index, or
BMI, is used as a screening tool for overweight or obesity. (Webster). When people think about
the causes of obesity they often pinpoint laziness, or a lack of knowledge in regards to proper
nutrition. In most cases those factors are true however, there are other factors to consider. What if
advertisements effected how we view foods or were responsible for fueling our cravings?
According to a research report done by the Department of Phycology, and Kissileff Laboratory
for the Study of Human Ingestive Behavior at the University of Liverpool, Many correlational
studies have demonstrated an association between the duration of TV viewing and levels of
overweight and obesity in both children and adolescents. (Halford 221).
There are two main arguments to be made when it comes to the issue of advertising and
how it effects on obesity. When researching this theory there is a significant amount of evidence
in favor of advertisements affecting food intake, and food choice. In the study mentioned earlier
by the University of Liverpool they have found,

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However, TV may not just promote sedentary behavior. There is evidence that it also
stimulates food intake. TV viewing is associated with overconsumption in girls, specically of
snack foods. During programs scheduled for children over two consecutive weekends, 37% of
the adverts on TV channels in the USA and 49% on the UK TV channels were for food. The
majority of advertised products were snack foods, followed by breakfast cereals and then fast
food outlets. Also Lewis and Hill (1998) found that half of the advertisements on British
television were for food items. (Halford 221).
It is often difficult for young adults to identify when advertisers are using persuasive
tactics. Therefore on numerous occasions television ads have effected childrens food choices
without their knowledge. Liverpool University also discovered, Participants also ate more of
both the sweet foods (high and low in fat) and of the high-fat savory food after exposure to the
food ads. (Halford 222). According to a 2008 YTV Kids and Tweens Report, kids influence,
76% of software purchases, 98% of family entertainment, and (8% of choice in where to go for
casual family dinner (Poulton). This is a prime example of why advertisers chose to target
children specifically. In the United States alone, advertising companies have spent over $17
billion in 2009 (Poulton). Thousands are employed to big name food advertising companies with
jobs ranging from researchers, and psychologists in order to compile knowledge on childrens
developmental, and emotional needs.
Advertising companies have even taken it as far as reaching their hands into the
education system. For example Pizza Hut has begun the incentive program, Book It! This
programs allows children to receive certificates for a free pizza, for achieving a monthly reading
goal. (Poulton). Not to mention the exclusive deals and money spent with fast food or soda drink
companies to offer their products in schools. According to the 2008 YTV Kids and Tweens

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Report, Budget shortfalls are forcing school boards to allow corporations access to students in
exchange for badly needed cash, computers and educational materials (Poulton).
When examining the argument made against this theory is comes down to one thing,
what specifically defines obesity? As mentioned before, obesity is measured by ones Body Mass
Index or BMI. This measurement takes an individuals height and weight and divides the two.
However, Body Mass Index according to Medical New Today, Does not take into account
muscle mass, bone density, overall body composition, and racial and sex differences. (Nordqvist
2). Therefore certain athletes like offensive linemen, or body builders who typically carry more
muscle mass are often considered obese. Medical News Today also gives the example, A 6ft-tall
Olympic 100 meter sprinter weighing 90kg (200lbs) may have the same BMI (26) as a couch
potato of the same height and weight. A BMI calculation would class both of them as
overweight. (Nordqvist 2). Which raises the question, is America actually obese? How can we
be sure that the statistics are correct if the tool used to measure BMI has been proven inaccurate?
This inaccuracy can also be taken into consideration when asking the question, if we cannot
define the issue of rising obesity rates, can we even make the correlation between food
advertising and obesity rise?
Another factor to consider is the fact that food companies have been releasing new
programs supporting healthier food choices. For example Kraft has begun a healthy eating
campaign. This includes a kit learning materials in regards to Canadas Food Guide which focus
on environmental management.
In my opinion I do not believe we can fully attribute advertisements to the obesity
problem in America. I do believe America has an obesity problem however due to the inaccuracy
with the BMI tool, I do not believe the problem is as severe. Most of the numbers that contribute

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to the theory of extreme obesity in America take into account athletes or individuals whose
BMIs are misrepresented. While there is a significant amount of data suggesting that
advertisements do have effects on obesity, most of the studies being conducted only include
young adolescents in their research. There was some evidence surrounding obesity in adults
however, most of the supporting research studies are done on young teens and children. AS
mentioned previously children are responsibly for influencing 76% of software purchases, 98%
of family entertainment choices, and in regards to casual family meals 98% (Poulton). Due to the
fact that not all sample groups are being included in these claims I do not believe this correlation
can be made accurately. For example in the studies completed by the University of Liverpool the
participants ranged from nine to eleven years old.
In conclusion I do agree that America is suffering from an obesity problem, the severity
however is unclear due to inaccurate ways of measuring data. While there was a significant
amount of statistical data making the correlation between advertising and the ways it affects food
choices as well as obesity most of the studies were conducted only took into consideration young
adolescents. Therefore the only correlation that can be made is that young adolescents exposed to
food advertising tend to be more susceptible to obesity.