Battle of the bulge: an analysis of the obesity prevention campaigns in the United States and Germany

Summary

Obesity is not a problem exclusive to the United States. The European Union Commission for Health and Consumer Protection admits that obesity is the major emerging threat to public health in Europe. As a recent survey suggested that the prevalence of obese men and women has approximately doubled in both countries within the last 20 years, this study compares the message elements and linguistic tactics used in either campaign of those two countries to highlight differences and similarities. The current US obesity prevention campaign is based on sound research and preparation and disseminates memorable and inspiring messages. The educational, help-for-self-help focus on the individual disseminated through mass media is a trademark of this campaign. The German campaign attempts to interact extensively with the public, local government and the professions, and focuses on public participation in healthy behaviors, generally emphasizing call-to-action activities over educational media messages. This study maintains that obesity communication research should find ways to analyse and evaluate the effectiveness and success rate of efforts taking place in other areas and other countries. In addition, in order to facilitate active thought about health messages in the absence of a perceived need, introduced guidelines relating to presentation of content and linguistic variables that motivate cognitive effort should be considered.