Framing Charity Advertising: Influences ofMessage Framing, Image Valence, andTemporal Framing on a Charitable Appeal

摘要

This study examined when and how charitable advertisements could be effective inthe context of child poverty. An experiment investigated the influences of messageframing, image valence, and temporal framing on a charitable appeal. The resultsindicate that image valence enhances framing effects on advertising effectiveness ofa charitable appeal when the image is congruent with the framed message, especiallywhen the image and the message are presented negatively. A short-term temporalframe facilitates effects of a negatively framed message with a negative pictorialpresentation. Alternatively, a long-term temporal frame increases advertising influ-ences of a positively framed message with a positive pictorial image. Relevance forinformation processing of charity advertising is discussed.