The Framing Effect
The framing effect is when advertisers or media outlets frame information in such a way as
to convince the viewer(s) to make certain decisions. Whether it’s convincing you that you
will lose money if you don’t buy now, or telling you what you can gain from using or
buying their product, advertisers often use framing to sell their products. Companies use
the framing effect to show you the pros of their product versus the cons of the
competitions product. News and media outlets also use framing for a means of getting
public viewers to see a certain aspect of a situation they are covering.
Often the same advertisements are played over and over during every commercial break on
the television. This week the one that has stuck out the most to me has been Verizon’s
series of commercials featuring Jamie Foxx. He is telling us all about the pros of being a
Verizon customer when suddenly two other guys claiming to be Jamie Foxx for two other
cellphone carriers come into the shot. They claim to have all of the same promotions,
internet connection and services as Verizon. The real Jamie Foxx then throws a lot of facts
and data at them proving them wrong and they leave. This helps him prove that Verizon is
the best carrier in the United States according to his proof and logistics.
Clever advertisements like that of Verizon’s that not only grab our attention from beginning
to end, but also prove that they are the best and offer the best product, are clear examples
