Languages & framing

Description of the activity:

THE TEACHERS EXPLAINS THE FRAMING TYPES TO CARRY OUT BY THE LEARNERS

• Copy the original text on your paper.

• Make a source reference.

• Now edit the text but make sure to mark all changes.

• Frame the news story in a way that presents the topic differently than the original text.

Make at least three clear adjustments to the text. For example:

• a testimony

• at least five words with a clearly positive or negative connotation

• a new angle

•  …

Make sure that the topic and the answer to the topical questions remain approximately the same.

Be clear and creative.

Under the subheading “explanation” of each part, write a short paragraph (at least 100 words) in which you answer the following questions:

• What was the purpose of your positive or negative framing?

• What three adjustments did you make to the original text to achieve this goal?

• Refer to concrete adjustments you have made in the text. (Use a color legend if necessary.)

• What is the effect of each of these adjustments?

TO REFLECT BY LEARNERS

• Go through this checklist above to make sure you haven't forgotten anything.

• Check the text thoroughly for language and spelling errors.

• Take a critical look at the layout of your document and make sure it is neat.

  
  

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Overview of framing types

There are actually an unlimited number of possible forms of framing. Of course, manipulating a message largely depends on the context. Below you will find a few examples.

The health frame

This is one of the most commonly used methods of framing. Especially in the food industry, this is an important weapon to mislead people.

For example: 'Now 90% fat-free' instead of 'Only 10% fat'

The scarcity frame

With this frame you use the principle of scarcity. You emphasize that the other person must act quickly.

For example: 'The question is how long this technique will continue to work, so take advantage of it now.' Instead of 'This technique is working very well at the moment.'

The gain frame

A gain frame focuses on the positive aspects of a product or service. This concerns the benefits that the customer can achieve by using the product or service.

For example: an advertisement for a toothpaste that emphasizes getting a radiant smile

The loss frame

A loss frame focuses on the negative aspects of not having a product or service. It's about what the customer misses if he doesn't use the product or service.

For example: an advertisement for a security camera that emphasizes preventing burglaries.

The goal frame

This frame focuses on the goal that the customer wants to achieve by using a product or service. It's about what the customer wants to achieve and how the product or service can help with that.

For example: an advertisement for a fitness program that emphasizes achieving a healthy weight.

The moral frame

With the moral frame you use framing to give someone a 'feeling of guilt'. This often happens in advertising for charities. Another way to frame morally is to convince someone that this is the "right" or "good" thing to do.

For example, you see an advertisement in which a child lives in harsh conditions or how some people treat animals. You as the recipient are then told that this will not stop by itself and that you therefore also have 'some responsibility'.

For example: Animal suffering does not stop by itself, support 10 euros now to put an end to...

The ego frame

With this frame you are talking about the interests of the recipient. You no longer talk about what you have to offer, but what the reader, viewer or listener gets.

For example: 'You get the best online marketing tips.' instead of 'We offer you the best online marketing tips.'

The temporal frame

This frame emphasizes the most effective time or period to use the product or service.

For example: an advertisement for a sunscreen that emphasizes the importance of using it during the summer months to protect the skin from harmful UV rays.