Framing. It's putting ideas in the best possible light to get
   what you want. Example:

   Would you rather buy:

   a) Meat that is 75% lean?

   or

   b) Meat that is 25% fat?''

   They're both EXACTLY the same. Next time you an ad on TV, or see
   things on sale online or in a story, notice how they ''frame''
   it; they make it sound *so appealing* by the words they choose -
   but what are they NOT telling you?