Framing is very dominate force in media and apparent in a lot of commercials. One in particular I would like to focus on is the KFC Double Down commercial being aired all over television right now. Framing helps me to understand why the sandwich is presented the way it is.
In my opinion framing is just how the media wants you to think or feel about a certain topic. The media basically delivers the information exactly how they want the receiver to receive. Whether this means leaving out important details, or emphasizing details that are not important. Another way to look at framing is to dissect the word for what it really means. A frame is a structure that you place things that you think are important in (ex. House frame, picture frame), and –ing is he suffix which mean the act of doing. So the media decides what they want to put into their frames, and how they want information to be interpreted or looked at by the public.
As for the KFC commercial I think it hilarious how they frame the ad. They emphasize that the sandwich is a hunger killer, makes men “unhungry”, and that it is not a sandwich for wimps. They even have the men to speak in high-tones to emphasize their weakness before eating the sandwich, and after they eat it, they’re strong men again. However KFC conveniently leaves out the horrid nutritional facts, and about how even though the sandwich may make you “unhungry”, it is extremely unhealthy! They use large men, images of the hearty sandwich with the ingredients piled on, and words that do not exist like “unhungry” to make the viewer think this sandwich is the best choice for them if they want to be full. They frame this ad to make this sandwich seem amazing, and it really is not that amazing.