Framing Analysis of Marketing (A Sociological Approach)

Abstract

Marketing is possible only through effective communication. Communication plays a significant role in bridging the gap between the buyers and seller. In this connection one needs to understand the role of advertisement in promoting the product in the society. It acts a persuasive tool to create motivation and awareness of the product in the society. Advertising creates a framing about the product. It is evident that framing techniques are used by the marketers in their advertisement of the products. Frames were originally proposed by the sociologists "Erving Goffman”. Two advertisements are analyzed to understand the framing analysis in marketing