I would say that obesity is very medicalized in U.S. culture. Part of the reason for this, I think, is because it so easily can be medicalized. The rate of people becoming obese just keeps increasing, and there are so many ways companies can come up with “treatments” for it. Culturally with busy lifestyles, fast food, less exercise, and spending so much time in front of T.V.s and computers is leading to so many people getting this “illness”, but culture also puts so much pressure on looking good and being thin that we need a “treatment”. Economically any company that can benefit from making obesity an illness that requires biomedical intervention is going to profit, so it is in their best interest to go along with it. Weight loss pills or surgeries can be huge money makers. And considering obesity can lead to pretty bad stuff it is not too hard to convince people they need to do something about it early and then give them an easy way out with some kind of pill.
The ad I found was for PhenObestin. It had a guy’s voice in the background giving all the information. I think some of the advertising strategies here were to give all the information really quickly. It started with a thin women smiling, and the voice saying “this could be you” and then throughout the rest it always has someone who is wearing pants that are too big trying to show how much weight they lost. It focused on the more visual aspect with bar graphs showing how much weight someone lost per month trying to show big results. There was also the strategy of them trying to make it seem like you are getting a good deal by always showing graphics offering free shipping, buy 3 get it 20% off, and mention something and get an extra 15% off, 35% off. They also make sure to mention key words like rapid weight loss, and made sure to point out that there are no empty promises here. When it comes to cultural values I think they exploited our culture’s need to look good. The people in the ad weren’t like the ones with the before and after photos, instead they are like athletic, good looking people who go to the gym quite a bit. As far as medical information goes, there basically wasn’t any. They mentioned it was an appetite suppressant and that it used “100% PURE pharmaceutical ingredients”. There were also no doctor patient interactions in the ad most likely emphasizing that you don’t need a prescription for it, or because a doctor wouldn’t approve of it. Either or.