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This essay offers(1)a critical appraisal of the concept of‘frames,’but with(2)a sympathetic view toward George Lakoff’s appropriation of the concept in his analysis of the‘war of words’that continues to affect the current political scene.It argues(3)a combination of(1)and(2)would reveal some limitations of Lakoff’s prevailing‘textualist’—or‘language-centric’—approach,in light of Charles S.Peirce’s semiotic theory.