Necrum-
Who says you need to starve or look like a supermodel? Just because one extreme, malnutrition/underweight, is unhealthy doesn't mean that being overweight/obese is healthy.
Anna-
Judgmental people don't like to see fat people? Where is this coming from? Just like smoking, body fat storage is dangerous to one's health. If someone advocates against smoking, are they being judgmental? The women in the pictures are "clearly healthy" by widely adopted American standards, perpetuated by our media and actually depicts the average woman in America. In the vast majority of nations, those women would be considered in the top percentile of body fat content. These women clearly have body fat percentages from 30-40% (32%+ is obese). The human body was not designed to store that much fat. Thus, diabetes, breast cancer, high blood pressure, high cholesterol and triglycerides, coronary artery disease, stroke, hormonal imbalances, and sleep apnea are astoundingly more likely to affect those with high fat composition.
Again, you mentioned that there is also a side to the media that promotes rail-thin skinny women. The media agitates the situation by stressing that skinny is attractive and weight loss is healthy. Adding, attractiveness into the mix does help, and rather, one should lower body fat mass and fat loss while maintaining a certain amount of lean body mass in order to obtain a healthy body. Thus, starvation is out of the question since that would deplete ones metabolism and lean body mass. Eating disorders are usually the result of pressure on image, and thus, taking the most extreme actions to counteract them. Those on restrictive diets are not concerned of health, they are concerned with attractiveness, and thus, often lose sight of achieving health. Why not educate and use the media to remedy this?
According to the WHO and American Council on Exercise, obesity is marked as 32+% and 25+% body fat for women and men respectively. Those in this category are prone to the health risks listed above. Clearly, the women in these commercials are around 32 body fat or above and the medical community has demonstrated in numerous studies that high body fat composition is not healthy. Simply, you are employing conventional wisdom based on subjectivity rather than fact-based and informed objectivity.
This illustrates that less weight is not necessarily healthy:
"The data, originally published last year by researchers at the CDC, show that among Americans with BMIs below 25, women have an average body fat percentage of 34 percent and men have an average body fat percentage of 23 percent."
This, I believe could be a result of the media coverage that thin and skinny equates to healthfulness. Many of these people with less than 25 BMI's are actually obese and run the health risks listed above. Thus, there are more than just one sort of message being sent. Simply because there is a large subsection of the media that endorses "lose weight" and "be thin", it doesn't mean that other messages are not pervasive, such as the "average woman" and "curvy women" that by health standards are not actually healthy.