The Use of Framing and Characterization for Magazine Advertising of Mass-Marketed Products

Abstract This study describes a content analysis of 1,415 magazine advertisements. Magazine advertisements were analyzed in terms of their structural characteristics (framed vs. unframed), content features (characterized vs. noncharacterized), and type of advertised product (search vs. experience goods). The results reveal that (1) framed ads are almost always used in magazine advertising, (2) characterized content predominates, and (3) unframed ads are typically used only with characterized content and for advertising experience goods. Our findings have implications for the important line of research initiated by Edell and Staelin and for Nelson's theory of advertising and information.