The present study examined temporality in the representation of food in two popular British women's magazines between 1950 and 1998. A quantitative content analysis of (i) prevalence of cooking, slimming, nutrition advice in articles; (ii) prevalence of food advertising by food type; and (iii) likelihood of various nutrition and consumer messages in advertising was performed on a sample comprising 200 magazines, with 3045 advertisements and 88 articles. The prevalence of food advertisements decreased (P<0.001), whereas food articles increased, across decades (P<0.001). Cooking tips dominated 1950s food writing (100%), contrasting with miniscule coverage in the 1990s (5%). Slimming advice was not represented in 1950s articles and was most common in 1970s articles (55% of articles). Food advertising for all food types decreased in the 1990s decade. There were greater bread and cereals (P<0.001), protein foods (P=0.001) and dairy (P<0.001) advertising in later decades; advertising for sugar- and fat-rich foods (P<0.001), condiments and baking ingredients (P<0.001) and beverages (P<0.001) was greater in earlier decades. Odds of advertising claims for energy, easy digestion, nourishment, general health, economy, good for family (all P<0.01), pleased others (P=0.017) and convenience (P=0.031) were greater in the 1950s and decreased thereafter. Claims around taste and quality were highest in the 1960s (all P<0.01). Mineral, additive-free, and protein claims were most likely to be invoked in 1970s advertising (all P<0.01). Low-fat, low-calorie and fibre claims peaked in the 1980s (all P<0.01), whereas the odds of specific fat claims was greatest in the 1990s (P=0.015). Representation of food resonated with prevailing food culture but was not always congruent with nutrition policy.