3. FRAMING:
Sets the terms by which your audience
will think about your issue.
If you don’t want audiences to think about your issue
through a certain frame (your opponent’s, for instance),
don’t use their language.
4.
5. • Tax relief
• War on
drugs/terror/poverty/C
hristmas
• Wasteful spending
• The 99%
• Gay marriage
• Oil lifeline
• Illegal immigrants
• Global warming
• ObamaCare
• Living Wage
• Partial Birth Abortion
• Death tax
6. Branding your campaign issue:
• Identify the most compelling problem to solve
(connect to broader cultural stories).
• You define your problem: use positive rather than
negative language to frame your issue.
• Make your message concise and memorable.
