The point I want to drive home is that we react differently to similar situations , depending on how they are presented.

For the sake of understanding let us suppose we have two options for an epidemic control strategy. The situation is that the lives of 600 habitants in a village are at stake. The first option offers to save 200 lives whereas the other one offers a 33% chance that all 600 people will survive and a 66% chance that no one will survive. 

When we compare both the options, they mean all the same to the extent that 200 people are likely to survive. But, the majority of us shall go for the first option. 

Let us reframe the options for choosing either of the two - Option A kills 400 people whereas option B offers a 33% chance that no one will die and a 66% chance that all 600 people will die. This time , only a few will choose A and the majority shall pick B. 

Obviously, it so happens due to different framing of putting forth - survive or die ! We see nutritional products sell like anything when they are described to be 99% fat free and when an identical good product comes up but is described as 1% fat, consumers fail it . Why ?  Framing of putting forth the words only has worked ! 

The point is how efficiently you gloss your words to describe a thing !  It is for this art of glossing that a falling share may see correction. At times, we see a scrip fetches hefty price and when it so happens is branded "GOODWILL". 

Whatever you call it framing or beautifully worded or glossing, sometimes it brings tremendous  transformation. In an MBA course, a problem magically transforms into an opportunity or a challenge. A person who is fired is "reassessing his career."  In our country a politician dies - regardless of how much corrupt and stupid he was, turns into a legendary. Genocide of sikh community in 1984 was made describe riots and now whenever it is remembered, the word  'genocide' is avoided or intentionally forgotten(even by the community itself) as if  a curse word . A plane successfully does emergency landing becomes a cause for celebration as a triumph of aviation ! 

FRAMING is used to good effect in commerce, too. Any product has its pluses as also minuses. Pluses are the main selling points and frame our decision to buy. 

Sorry to say but it is the truth that authors are conscious framers also. A crime novel would be rather dull if, from page one, the murder were shown as it happened - stab by stab, as it were. Even though we eventually discover the motives and and murder weapons , the novelist's framing injects thrills and suspense into the story. 

So, whenever you speak or communicate, take care of it containing some element of FRAMING .