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The aim of this article is to analyze the way in which food industry positioned its products using advertising, in Medellin city between 1950 and 1960. For this, the arguments and topics employed in the advertisements of those decades will be discussed. The compilation of the food advertisements published specifically in El Colombiano Journal and Cromos Magazine, allowed building the information base to analyze the way in which the food industry promoted the new food offer. The ongoing reiteration of health arguments found in the ads was the reason to integrate it as a main proposition of this analysis. Another argument used in this research was the claim of comfort or assistance; in that the quickness and easiness to prepare the food were important for the housewives.

La publicidad alimentaria como factor de cambio en las prácticas alimentarias en la ciudad de Medellín, 1950-1970