Frame switching - a technique that gets attention

  Jeff Sexton, on his “futurenow” marketing blog, give some interesting examples of what he calls “frame switching” in stories and illustrates it with a commercial and also clips from “The Princess Bride.”

 Frame switching means that you see something in one way or one context, and then the next scene reveals that there is another way to look at it or there was something about the first scene you didn’t know. It’s one way to surprise an audience (or a reader) and it’s very powerful when done well—a great tool especially for thriller writers.