It seems the parent comments are inquiring into the morality of the ad campaign. An effective ad shows the potential consumer some desired 'other state' which t

It seems the parent comments are inquiring into the morality of the ad campaign. An effective ad shows the potential consumer some desired 'other state' which they could also have by purchasing this good or service. The advertiser is therefore giving some weight to the idea that the obese person in a desirable state. Whereas more traditional ads would show the same clothing on a traditionally attractively weighted person which shows that desired future state includes both the clothing and a more healthy body size.