479 Abstract In a sociological frame, tethering media studies and studies concern- ing consumption and lifestyles, this essay discusses results reached from an innovative research executed on 2.579 food advertisements transmit- ted by the main Italian television channel during two weeks of appro- priately selected broadcastings. Categories provided by the Italian Food Pyramid were used to compare the principles of a healthy and balanced diet proposed by the Ministry of Health, to that promoted as «nutri- tional» by the television broadcaster. Based on food advertisements, this essay focuses on the different emphasis awarded on the one hand to the essential categories for a healthy, balanced and nutritious diet, and on the other hand, to «pleasure foods», rich in fats and sugars. Finally, there is a close examination of the content broadcast during the so called «protected time slot» (4 pm-7 pm), during which time broadcast- ers are expected to televise appropriate content for underage viewers. Underpinning this research is the basic question: how should we feed ourselves if we trust the diet proposed by television? Keywords: food advertising, television, nutrition, food pyramid, con- sumer behaviour. «Ma tu non hai fame?». La Piramide Alimentare negli spot televisivi Claudio Riva e Marta Zanconato MICRO & MACRO MARKETING / a. XXI, n. 3, dicembre 2012 Claudio Riva, ricercatore di Sociologia Generale presso l’Università degli studi di Padova, Email: claudio.riva@unipd.it. Marta Zanconato, esperta in Cultura e comunicazione del cibo, Email: marta.zanconato@ yahoo.it. Benché il lavoro sia frutto di una riflessione condivisa, Claudio Riva è autore dei paragrafi 1, 4 e 5; Marta Zanconato dei paragrafi 2 e 3.