As societies develop and lifestyles change, many problems also appear to be greater than ever. Obesity is one such issue of great concern. Childhood obesity, in particular, appears to be very dangerous due to the many complications it usually causes. This is a condition in which excess body fat impacts the child's health. Statistics show that 25% of boys and 33% of girls aged 2 to 19 suffer from obesity. Obesity is the result of many factors such as physical inactivity, poor eating habits, genetic factors and medical conditions. Overweight children end up with many complications like high cholesterol levels, high blood pressure, early-onset heart disease, diabetes and bone problems. Given the scale of the problem, many awareness campaigns have been launched to educate people about the importance of not fighting it. The media plays an important role in combating this problem. The two advertisements above are examples of such media campaigns. The first shows a young obese girl, around 10 or 11 years old. She stands with her hands on her chest, looking very serious, even upset. On the ad, there is large text saying "Warning: It's hard to be a little girl if you're not." The second ad shows four young, overweight children, equally serious and upset. Below each child's photo is a warning sign. The advertisement depicting the four children is more effective than the one with one girl because it uses stronger persuasion techniques to attract the audience. The two advertisements use different techniques to create a strong emotional appeal to the intended audience. The dull colors used by the first advertising designer create feelings of both doom and fear. In addition, the use of the human figure turned out to be quite successful...... middle of paper ...... the second advertisement. The statement blaming “big meals” for the problem indirectly blames parents for providing such meals, and thus creates this inevitable guilt. It is also unethical to cause your children to die prematurely – “they may not outlive their parents” – because of your selfish inconsideration of their health problems. Here too, the second advertisement proves more effective by launching a strong ethical appeal. Finally, both advertisements alert society to the problem of childhood obesity and call for action to prevent it. Both attempt to appeal to the audience's reason, emotions, and ethics, but the latter seems to use human figures and text in a richer way, thereby sending a stronger message. Since obesity is a serious and urgent problem, increasing efforts should be made to combat it through different institutions, both to raise awareness among the population and to take serious measures to prevent it..