Framing

Framing involves presenting data in a way that affects the decision making.

Examples
Beef that's 25% fat free sounds better than beef that's 75% fat but they're the same thing.

Tax relief vs a tax cut; relief implies that taxes are bad and so having to pay less of them would be desirable.

Marriage equality sounds more persuasive than the more technical sounding legalising gay marriage but they both describe the exact same thing.

Saying plus size person rather than fat person.

Died by suicide vs committed suicide.

In the abortion debate the sides frame each other as pro-choice v anti-choice and pro-life v pro-abortion.