published ideas from this article:
... avoid negative language.
Using negative words will activate and strengthen your opponent's frames and undermine your own views. Successfully arguing a point requires you to establish your own frames and use language that evokes images and ideas that fit the worldview you want.
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They are extremely powerful, because most of our actions are based on the unconscious and metaphorical frames we already have in place. And once a frame is in place, the boundaries of that frame and the associations of that frame are all taken into account in our decision making.
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