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{{About|a Neuro-linguistic programming method|reframing in cinematography|Reframing (filmmaking)}}
{{Neuro-linguistic programming}}

The term '''reframing''' designates a communication technique which has origins in [[family systems therapy]] and the work of [[Virginia Satir]]. [[Milton H. Erickson]] has been associated with reframing and it also forms an important part of [[Neuro-linguistic programming]]. In addition, [[provocative therapy]] uses reframing with an emphasis on (contracted; show full)
For example:

A: "I procrastinate all the time; I just can't get things done."<br>
B: "That's a great skill to have; especially when you apply it to overeating - just put off having that second helping. Lucky you."

==Value reframing==
In brand management and marketing terms value reframing 
can means giving a new value to a product/service by finding a new market/context.

For example, Pepsi-Cola created value by reframing the discussion of Coca Cola as "old" and traditional, whereas Pepsi was new and exciting.

<blockquote> When it started talking about the Pepsi Generation and issued its "Pepsi Challenge," it turned its weakness into strength. Pepsi said, "Sure the other guys have been king, but let's look at today. Do you want yesterday's product, or do you want today's?" The ads reframed Coke's traditional dominance into a weakness, as indication that it was a product of the past, not the future.  --Unlimited Power, p.299</blockquote>

== Footnotes ==
<references/>

==See also==
*[[Framing (social sciences)|Frame]]
*[[Therapeutic metaphor]]
*[[Milton H. Erickson]]

==References==
*Bandler, Richard; ''Reframing: NLP And The Transformation Of Meaning'' 1983; Paperback
*Andreas, Steve & Faulkner, Charles; ''NLP: The New Technology of Achievement by NLP Comprehensive'' Feb 19, 1996; paperback
*Ellerton, Roger PhD CMC; ''Live Your Dreams... Let Reality Catch Up: NLP and Common Sense for Coaches, Managers and You'' Jul 6, 2006; paperback

[[Category:Psychotherapy]]
[[Category:Neuro-Linguistic Programming concepts and methods]]

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