Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal¹

This study examined when and how charitable advertisements could be effective in the context of child poverty. An experiment investigated the influences of message framing, image valence, and temporal framing on a charitable appeal. The results indicate that image valence enhances framing effects on advertising effectiveness of a charitable appeal when the image is congruent with the framed message, especially when the image and the message are presented negatively. A short‐term temporal frame facilitates effects of a negatively framed message with a negative pictorial presentation. Alternatively, a long‐term temporal frame increases advertising influences of a positively framed message with a positive pictorial image. Relevance for information processing of charity advertising is discussed.