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Glenn,
Since I'm not an advertising executive or a producer of political commercials, I really don't care -- in general (with some exceptions) about the "framing" of arguments. I'm interested in whether arguments are true -- not whether they can be reduced to 10-second sound bites and featured on Chris Matthews.
I take your point. However, I would argue that it is legitimate to consider framing when discussing the effectiveness of an argument, irrespective of the negative connotation the word "framing" may evoke.
I don't think it is unreasonable to question the claim that the manner in which the USDOJ treats arguments for leniency made by a producer of sadomasochistic videos may not be analogous to the way it treated arguments made by those charged with mistreatment of detainees suspected of terrorism.