This dialogue from Johnny Depp's new movie "Tourist" is at the heart of what behavioural psychologists call framing.
Inspector: Now, you wish to report a murder?
Depp: No, some people tried to kill me.
Inspector: I was told you were reporting a murder.
Depp: Attempted murder.
Inspector: Ah, that is not so serious.
Depp: No, not when you downgrade it from murder. When you upgrade it from room service, it’s quite serious.
(HT: Tax Policy Center discussing whether President Obama's New Tax law is about cutting taxes or sparing people a tax hike)