A perennial concern in frame analysis is explaining how frames structure perception and persuade audiences. In this paper, we suggest that the distinction between personal culture and public culture offers a productive way forward. We propose an approach centered on an analytic contrast between schemas, which we define as a form of personal culture, and frames, which we define as a form of public culture. We develop an “evocation model” of the structure and function of frames. In the model, frames are conceived as material assemblages that activate a network of schemas, thereby evoking a response when people are exposed to them. We discuss how the proposed model extends, and clarifies, extant approaches, and consider new directions for future research.