Examples include recasting ‘Buy 1, get 1 free, as ‘1 + 1 free’; reframing cake as a breakfast muffin, and even profiling terrorists as freedom fighters.
In the Carrefour advertising below the idea is to ‘loose’ the buy – the verb most people do not wish to act upon (as if it were an order). Exluding it from the offering makes the ad more ‘free’ indeed.
Most people will not have raspberry wallnut cake for breakfast, but what if we change the look a bit and rename it into a muffin? Now most of us are good to go.
Here for a political frame. Since 1964 Yasser Arafat has been depicted as a terrorist in western media. After the peace talks and the results of the Camp David Summit with Ehud Barak and Bill Clinton in 2000, more and more western media switched to call Arafat a freedom fighter.