The art of reframing

I’m a sucker for languaging. Or euphemisms. Or whatever this field of work is called.

Essentially, for strategic use of words to influence the way people think and feel about certain things.

More examples:

“dark social” instead of “word of mouth”

“experiencing homelessness” instead of “homeless people”

“enhanced interrogation techniques” instead of “torture”

“undocumented immigrants” instead of “illegal aliens”

"demand generation" instead of "brand awareness marketing"

“appointment viewing” instead of “watching TV” (not really used today, but it was critical in Netflix’s narrative design where they coined watching real-time TV as the devil)

“erectile dysfunction” instead of “impotence” (Pfizer invented the term erectile dysfunction to sell Viagra. No man wants to ask for an impotence pill at the pharmacy.)

“Horseless carriage“ instead of a “motor car“ or “automobile“ (Henry Ford used “horseless carriage” to sell first Model Ts.

“Motor Car”, was used before that. But it was too abstract concept for regular folks)

“Sex worker“ instead of “prostitute“

This is a must-have playbook when introducing a new way of thinking, behavior, or a revolutionary product that requires both.

It’s a great way to alter the perception and create the illusion of better value.

Ex: vegan leather aka plastic seats in Teslas.

Government propaganda machines are the masters of it.

And the biggest corporations have cracked it.

There’s always a clear agenda as to why some word was changed or created.

It’s a playbook to be aware of.

But also to take inspiration from.

Especially for differentiation and positioning yourself away from the competition