EFFECT OF THE FOOD GUIDE PYRAMID ON FOOD ADVERTISING

The purpose of this study was to examine changes in advertising freque ncy of foods classified into the food group categories of the Food Gui de Pyramid and nutrition claims in response to the release of the Pyra mid. Using content analysis, food advertisements in selected issues of two culinary magazines (Bon Appetit and Gourmet) and two health-orien ted magazines (Cooking Light and Eating Well) were examined in 1991 (n = 403) and 1994 (n = 294), representing the periods before and after the release of the Food Guide Pyramid, respectively. Fruits and vegeta bles were the least frequently advertised food groups in both magazine categories examined. There was no significant change (p > .05) in the advertising frequency of the food group categories of the Food Guide Pyramid from 1991 to 1994 for either of the two magazine categories. I n the culinary magazine category Consumer-Related and General Health c laims increased while all other claims decreased from 1991 to 1994. Th e advertising frequency of all claim categories remained unchanged fro m 1991 to 1994 in the health-oriented food magazines. In conclusion, t here was little evidence of responsiveness of food advertising to the release of the Food Guide Pyramid in this study.