Message Framing Strategy for Brand Communication

Shu-pei Tsai

Extant research has been conducted on message framing as an advertising strategy for brand communication, but discoveries are inconclusive and even conflicting.

Message Framing Strategy for Brand Communication

Shu-Pei TsaiShih Hsin University

INTRODUCTION

Message framing, a strategy of advertising message construction, is widely adopted in various forms of brand advertising campaigns. The hedonic principles of approach (happiness) and avoidance (pain), well established in motivation psychology, lay down the theoretical foundation upon which the core concept of message framing is developed (Wedell, 1997). The positive framing, centering on pursuit of positive outcomes of the product brand (such as monetary or psychological advantages), is underpinned by the approach principle to maximize happiness. In contrast, the negative framing, centering on departure from...

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