}Frame = schema of interpretation (based on beliefs, values, attitudes, mental models, etc.)
antilopa.jpg


}A frame is the central organizing idea for making sense of relevant events and suggesting what is
important. By framing an issue in one way rather than another, candidate make certain aspects of an
issue more salient.
george bush.jpg
Death tax
instead of
Estate tax

Republicans –
Tax relief instead of tax cuts
Death tax instead of estate tax

}the media focuses attention on certain events and then presenting them in certain meaning.
paroubek vajicka.jpg


• If Program A is adopted, 200 people will be saved
• If Program B is adopted, there is a one-third probability that 600 people will be saved and
two-thirds probability that no people will be saved
• If Program A is adopted, 400 people will die
• If Program B is adopted, there is a one-third probability that nobody will die and two-thirds
probability that 600 people will die
72% chose Program A
People dislike losses and seek to avoid them.
The first policy decision was worded so that Program B looked like the bigger loss; the second
version was phrased so that Program A looked like sure loss. Defining the issue as “losing
something” was more persuasive than stating it in terms of gain.
78% chose Program B
virus.jpg

A: A sure gain of $240
B: A 25% chance to gain $1000 and 75% chance of getting nothing.
C: A sure loss of 750
D: A 75% chance of losing $1000 and a 25% chance to lose nothing.
84% of people chose A
73% of people chose D
money mini.jpg

}Risk aversion behavior – presentation of options as sure gains
} We prefer sure gains to gambling for more
}Riskier behavior – presentation as the relative likelihood of looses. We are willing to gamble in
order to avoid losses.
} We prefer gambling than sure losses.
}
moeny mini š.jpg
PEOPLE WANT TO AVOID LOSSES

aspirin.jpg
“No other pain reliever is stronger and more effective”


fresh frozen.jpg



}Pass away = die
}Fatal injury = death
}Active defending = attacking
}Associate = low-level employee
}Efficient = profitable
}Enhanced interrogation = torture
}Executive assistant = secretary
}Job flexibility = lack of job security
}Pre-owned = used
}Operátor výroby = práce u pásu
}
}
}

Cordless device
or
Runs on two AA batteries
Free guide to Brno clubs
or
Advertising material sponsored by several Brno clubs
Support our freedom fighters
or
Support the army

whiskey 2.jpeg whiskey 2.jpeg
89,- CZK
1490,- CZK

}Vytvorte družstvá po troch
}Vytvorte zoznam čo najhorších vecí, ktoré sa môžu stať
}Vymyslite čo najviac označení toho istého, no však v pozitívnom svetle
}Minimálne 3 pre každé a buďte čo najkreatívnejší!
}

elisha cuthbert.jpg cat.jpg aristotle and plato.jpg lion king.jpg



}Facts
}Quantitative information
}Eyewitness statements
}Testimonials
}Credible source’s opinion
v  The use of evidence is effective
v  Evidence is especially persuasive when attributed to highly credible source
stasts.jpg testimonial.jpg doctor 2.jpg

predmet anketa.jpg michal.jpg michal 2.jpg
That class really sucks!
I had it!
Hm… He must be right!
GRAPHIC NARATIVES are
more compelling than STATISTICS

http://www.youtube.com/watch?v=qpYq9CBZoKQ
http://www.youtube.com/watch?v=otgH6sFECoM
}http://www.ceskatelevize.cz/ivysilani/207562230410003-stop/