Acta Scientiarum Polonorum Technologia Alimentaria

Abstract Press is an important advertising vehicle on food market. The advantage of press advertising is a possibility of quick delivering of information and reaching the definite groups of receivers. The press titles differ in respect of possibilities of using them in food advertising, for example: because of definite groups of receivers, of costs of placing advertisements, etc. The aim of investigations was both quantitative and qualitative estimation of food advertising presented in selected titles of press. From the results of the analysis it follows that food advertising in press is not very popular. Food advertising constituted only 5.1% of all adverts. It reached 8.6% together with food supplements ads. The particular categories of press indeed differed in respect of food advertising. They were most often placed in women?s press, did not appear instead among titles directed to young people. Considerable part of food advertised in press did not belong to products recommended in correct diet.