Freedom isn't free
It costs 2 UPCs and a $5 donation, at least according to this Special K cause marketing effort touting a "free" anti-cancer key chain.
What Kellogg's is leveraging: our tendency to dissociate charity from commerce. One model for the phenomenon at work here is that of cognitive frames. As Berkeley linguist George Lakoff describes below, words change thought:
The first thing to know about language is that it expresses ideas and thoughts. Every word is defined with respect to what cognitive scientists call a frame. A frame is a conceptual structure of a certain form. Let me give you an example. Suppose I say the word "relief." The word "relief" has a conceptual frame associated with it. Here’s the frame: In order to give someone relief, there has to be an affliction and an afflicted party -- somebody who’s harmed by this affliction -- and a reliever, somebody who gives relief to the afflicted party or takes away the harm or pain. That reliever is a hero. And if someone tries to stop the person giving relief from doing so, they’re a bad guy. They’re a villain. They want to keep the affliction ongoing. So when you use only one word, "relief," all of that information is called up. That is a simple conceptual frame.
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