Let’s talk about message framing. It is pretty much framing your message and is related to copy thrust. The definition of message framing is: presenting one of two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)1 It deals with whether the message will be positive, negative, humorous, fearful, sad, etc. But, the two most common frames are attribute and goal framing.
How about some examples to clear up some stuff? OK, let’s do this.
Attribute framing is where a single attribute is your message. For example, golf balls. The Callaway Speed Regime 3 High golf balls are aerodynamically optimized for 105+ mph golf swings, has a soft inner core for spin control, so on and so on. Callaway is framing their message of these attributes positively. If you have a fast swing, use our balls. This can also be looked at negatively; these balls are only for those with a swing of 105+ mph. Let’s take a look at the Titleist Pro V1x balls. Their attribute is having more of a short game spin and control, and a high launch and low spin for distance. No, I was not asked to write about these golf balls, but if either company would like to send me a box I will be more than happy to accept.
Another example of attribute framing is with insurance. With GEICO, it will only take you 15 minutes to save you money. The positives of this message are: save money in a short amount of time. The negatives of this message are: you’re spending too much money on insurance.
In attribute framing, positive framing yields the most positive evaluations because it emphasizes the desirable aspects of the specific attribute.2
The second most commonly used framing is goal framing. This is where the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act.3 The golf ball examples fit into this category. Use our balls over our competitors if you want spin and distance. Another illustration is in the medical arena. “Visit your doctor to check your blood pressure today.” Get your blood pressure checked to find a positive outcome: take medication to decrease risks of causes related to high blood pressure. The negative of not checking is high risk of not curbing outcomes of high blood pressure.
In goal framing, the negative frame is generally more effective.4
Overall, message framing is part of a larger message structure; again very relatable to copy thrust.
- Perreault, W., & Cannon, J. (2010). Essentials of marketing: A marketing strategy planning approach (12th ed., p. 415). New York: McGraw-Hill/Irwin.
- I.P. Levin, S.L. Schneider, and G.J. Gaeth, “All Frames Are Not Created Equal,” Organizational Behavior and Human Decision Processes, November 1998, pp. 149-88.
- Perreault, W., & Cannon, J. (2010). Essentials of marketing: A marketing strategy planning approach (12th ed., p. 415). New York: McGraw-Hill/Irwin.
- I.P. Levin, S.L. Schneider, and G.J. Gaeth, “All Frames Are Not Created Equal,” Organizational Behavior and Human Decision Processes, November 1998, pp. 149-88.
