Framing, Reframing and Gestalt Theory
Framing is of the essence in communication, generally.
And also in change theory as reframing the dominant paradigm is an element of the Unfreezing phase. A classic example of Reframing is Tom Sawyer's ability to get his village peers to shift their value system from white washing a fence as a chore to an exotic entertainment. Reframing the anti-abortion agenda to a Pro-Life agenda is resulting in the incremental success in limiting women's health services in America as a theological imperative.
These shifts of meaning reflects the laws of organization in Gestalt Theory, in particular: connections among psychological contents are more readily and more completely created on the basis of substantive concrete relationships than by sheer repitition and reinforcement, as in: Don't sell the steak: sell the sizzle.