Wizard of Ads Monday Morning Memo Verbal Counterpunching
A person unconsciously frames a statement when they choose a perspective, a point of view, or an angle of approach.
Verbal counterpunching is nothing more than the reframing of a statement made by someone else.
Citizens of Britain said for centuries,
“The Sun Never Sets on the British Empire,” to which a citizen of India replied, “The sun never set on the British empire because even God couldn’t trust the Englishman in the dark.”
Frame. Reframe.
Samuel Johnson – an Englishman – wrote this definition for “oats” in his dictionary published in 1755.
“Oats: A grain, which in England is generally given to horses, but in Scotland supports the people.”
“Which is why England is known for its horses and Scotland for its men.”
– James Boswell, a Scotsman, the biographer of Samuel Johnson.
Frame. Reframe.
Wages were framed as the property of the boss as long as the media referred to worker exploitation as “non-payment of wages.” But when the media began referring to it as “wage theft,” wages were reframed as belonging to the workers. Within a few months, “wage theft” began showing up in bills to be considered by Congress.
“There is a basic truth about framing. If you accept the other guy’s frame, you lose.”
– George Lakoff
Niels Bohr believed that every true statement can be reframed to communicate an opposite truth.
“The opposite of a correct statement is a false statement. But the opposite of a profound truth may well be another profound truth.”
– Niels Bohr, winner of the Nobel Prize in Physics
Keep in mind that verbal counterpunching does nothing to change objective reality. But most disagreements revolve around perceptual reality; the reality that is unique to the individual; the reality of what he or she perceives.
Objective reality cannot be changed, but perception definitely can.
Ronald Reagan was 73 years old when he ran for reelection in 1984. When his age was brought up in a debate, he said, “I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent’s youth and inexperience.” The audience exploded in laughter and Reagan won the electoral votes of 49 states that year.
Frame. Reframe.
When Senator Dan Quayle was running for vice-president in 1988, he said his experience was equal to that of John Kennedy when he ran for president in 1960. Vice-presidential candidate Senator Lloyd Bentsen responded, “Senator, I served with Jack Kennedy. I knew Jack Kennedy. Jack Kennedy was a friend of mine. Senator, you’re no Jack Kennedy.”
Frame. Reframe.
Big tobacco framed cigarette smoking as something that “real men” do. Tobacco ads feature strong, rugged men as smokers.
Opponents reframed the issue by representing cigarette smokers as having black lungs, yellowing fingernails, and bad breath.
Smoking is a matter of personal choice.
People smoke because they are addicted.
Smoking bans discriminate against smokers.
Non-smokers have the right to breathe clean air.
Tobacco companies do good through sponsorship of cultural, athletic and community events.
Tobacco companies are attempting to gain innocence by association.
Tobacco is just one of many presumed health hazards.
Tobacco is the only legal product that – when used as intended – kills.
According to the Centers for Disease Control (CDC), “Cigarette smoking among U.S. adults has reached an all-time low of 13.7% — a decline of approximately two-thirds.”
“Reframing is not easy or simple. It is not a matter of finding some magic words. Frames are ideas, not slogans… It doesn’t happen overnight. It’s an ongoing process. It requires repetition and focus and dedication.” – George Lakoff
- What perceptual “truths” do you feel need to be reframed?
- What are you waiting for?
Roy H. Williams
Michael Beckley has briefed high-level policymakers, military leaders, and members of the U.S. intelligence services regarding his belief that China is a nation in decline, and that America will likely be in direct conflict with the People’s Republic much sooner than anyone expects. In this week’s edition of MondayMorningRadio, Michael explains the reasons for his belief, and explains to roving reporter Rotbart why business owners and entrepreneurs – not just government and military officials – would be wise to take steps to be prepared for the coming clash. MondayMorningRadio.com