Obesity is biomedicalized in U.S. culture because mass media has become overly obsessed by it and now it is in the realm of a disease, disorder, something that has to be fixed. Consumers are preoccupied with it and concerned about it. They want to take a pill, have surgery, do whatever it takes to alleviate the problem. In the lecture, it was stated that biomedicalization is concerned with enhancement of bodies even if it means medical intervention. http://www.obesitycures.com/
Even the website address implies it is something that has to be “cured”. It gives you strategies to lose weight, 101 tips on what you can do to achieve a satisfactory weight loss. There is a presense of medical information, they talk about health disparities. They discuss the psychological reasons for obesity and mention experts (or so they say) in the field of obesity. They even discuss homeopathy, herbs, prescriptions for weight loss and bypass surgery for the extremely obese. They tell us we live in a society based on appearance, they talk to us as if they need inform us of these things and it is news to us. They name celebrities that have been helped and even promote these celebrities diets and their books. These advertisements try to appeal to your sensibilities by acting like they are giving you the tools to make your own decision regarding the best way to go about losing weight. Another part of their ad is disturbing, they appeal to Hispanic and Latino obesity as if these particular nationalities have more of a problem with obesity.
They also show a doctor’s stethoscope in the corner of the ad as if to say that doctor’s recommend their methods and they are endorsed by physicians. There is also a cross next to the stethoscope perhaps symbolizing a physician recommendation.