as in '(too) excessive', OTT (over the top), not within reason

how I'd be inclined to interpret it in a different context, but by no means sure.

Crisps?! How can crisps be aggressive/feurig, unless they referring to the taste? Or is it the advertising campaign they're talking about?

I think the lack of "Rahmung" could mean that the product is not well defined in the advertising (it does not fit into any clear framework), in other words, it lacks identity/ distinctness/ originality/ individuality/ uniqueness - something along those lines.

As for Cilian's suggestion, you could rather use "moderation" as the translation of "Bremsung".

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Note added at 39 mins (2004-07-12 15:30:59 GMT)
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So the couple \"keine Rahmung/ Bremsung\" could be translated as \"lack of identity/ moderation\" or \"lack of distinctness/ moderation\", etc.

This is a wild guess. I think in German "Kontextualisierung" means about the same as "Rahmung", but I know this from the context of art/literature. So not sure about advertising. Not sure about the translation as contextualisation either.

Assuming this describes the nature of the advertising/marketing campaign, rather than the crisps - as Cilian already pointed out- I think it might refer to [the lack of] sociological reference points.

'Sociological framing' is what I came up with for now; I'm sure it can be improved, though.

[...]Rahmung von Konsumentscheidungen, dargestellt. Mit Blick auf die epochale Aufwertung der symbolisch-semiotischen Funktionen des Konsums, insbesondere indiziert durch die gesteigerte Markenorientierung, stellt sich lebensstilspezifischer Konsum im Ergebnis dar als gewandelte und verallgemeinerte, moderne Form des demonstrativen Verbrauchs[...]

http://www.soziologie.uni-freiburg.de/kuso-dgs/hinweise/koku...

[...]For those of you particularly interested in the sociological framing, here are a few further indications of our theoretical stance: Consumption of content is based on a process of social identification: a linking of consumption with individual identities. These identities are formed alongside notions of agency and embodiment, as well as experience of social inclusion or social exclusion. Research on the sociology of shopping shows how consumption is a choice not just between different kinds of goods (in this case information) but between kinds of relationship[...]
http://seattleweb.intel-research.net/seminars/talk details/2...