Message Reframing in Advertising

Niels Neudecker, Franz Rudolf Esch, Tobias Schaefers*, Sandro Valussi

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Various communication techniques such as humor or two-sided argumentation are frequently used in advertising. One technique that is common but has not been conceptualized is the deliberate change of perspective of specific product or brand attributes. Based on the reframing method used in neuro-linguistic programming (NLP) this technique is conceptualized as message reframing, defined as a communication technique that changes the conceptual and/or emotional setting or viewpoint in relation to how a brand is experienced by placing it in a different frame that fits the same brand equally well or better. The effects of message reframing in contrast to conventional advertisements as well as in contrast to humor and two-sided argumentation are hypothesized and tested in an experimental study. The results reveal that message reframing outplays traditional advertising techniques regarding attention toward the ad, perceived novelty, attitude toward the ad, and attitude toward the brand. Moreover, message reframing does not show the deterioration of source credibility commonly observed in humorous messages, and leads to higher attention, perceived novelty, and attitude toward the ad than two-sided messages.
Original languageEnglish
JournalPsychology and Marketing
Volume31
Issue number11
Pages (from-to)946-957
Number of pages12
ISSN0742-6046
DOIs
Publication statusPublished - 2014
Externally publishedYes

Cite this

Neudecker, N., Esch, F. R., Schaefers, T., & Valussi, S. (2014). Message Reframing in Advertising. Psychology and Marketing, 31(11), 946-957. https://doi.org/10.1002/mar.20745
Neudecker, Niels ; Esch, Franz Rudolf ; Schaefers, Tobias ; Valussi, Sandro. / Message Reframing in Advertising. In: Psychology and Marketing. 2014 ; Vol. 31, No. 11. pp. 946-957.
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Neudecker, N, Esch, FR, Schaefers, T & Valussi, S 2014, 'Message Reframing in Advertising', Psychology and Marketing, vol. 31, no. 11, pp. 946-957. https://doi.org/10.1002/mar.20745

Message Reframing in Advertising. / Neudecker, Niels; Esch, Franz Rudolf; Schaefers, Tobias; Valussi, Sandro.

In: Psychology and Marketing, Vol. 31, No. 11, 2014, p. 946-957.

Research output: Contribution to journalJournal articleResearchpeer-review

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