Wu et al. (2012) discuss the common advertising strategy of message framing and compare positively framed messages with negatively framed ones. Framing is the way in which a topic, brand, etc. is communicated to an audience, often affecting their perception of the idea or persuading them to think one way or another. Their article examines positively and negatively framed messages when marketing dietary supplements and their outcomes. This text is highly relevant to the discussion of health foods as the authors point out the idea of health as a trend, stating that many people today are “interested in adopting a healthy lifestyle and consuming healthy foods is one way to achieve this” (Wu et al., 2012). With health being used as a strategy for promoting dietary supplements, we can examine how message framing has an impact on consumers and whether positive or negative messages are more effective. Wu et al. (2012) describe positive framing messages as placing emphasis on the gains that come from purchasing/using a product, while negative framing messages would emphasize the losses that result from not purchasing the product, as a way to promote fear within consumers. Ultimately, the authors find that, in general, positively framed messages are more effective than negatively framed ones, unless the effect of potential losses is stronger than that of potential gains (Wu et al., 2012). This demonstrates the importance of framing in advertising and can be clearly connected to how products are best promoted across available platforms.