What is the framing effect in advertising?

The framing effect is often used in advertising to positively influence consumer choice.

One common type of frame is “gain framing.” This shows consumers how they are going to benefit from a product or service. For example, dental care product advertisements use gain framing to display the benefits of using their product: white teeth, healthy gums, fresh breath, etc.

Apart from the obvious benefits, ads using the framing effect often imply other benefits, such as how a better-looking smile makes one more attractive to potential dating partners.