Message framing

Message framing is a method of presenting advertising messages which works on the hedonic principles of our motivation to seek happiness and to avoid pain. Messages can be framed to either focus a recipient's attention to positive outcomes (happiness) or take them away from the possible negative outcomes (pain).

Definitions

According to the Marketing Communications by Fill (5th edition),

Message framing. A method of presenting advertising messages which works on the hedonic principles of our motivation to seek happiness and to avoid pain. Messages can be framed to either focus a recipient's attention to positive outcomes (happiness) or take them away from the possible negative outcomes (pain).