Message framing
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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).
