The aim of present research is to develop a framework for a diachronic analysis of complex concepts in political discourse. More specifically, the paper seeks to uncover some of the changes that the COLD WAR concept has undergone in political communication over time. In line with Minsky’s theory of frames that defines frames as data structures to represent stereotyped situations, the study shows that there are core elements in the COLD WAR frame that largely remain unaltered. This durable set of elements, however, does not exclude the emergence of new slots as well as novel extensions of the existing ones that can be used to comprehend and conceptualize recent developments in the realm of politics. The data also suggest that complex concepts can serve as a cognitive tool to change people’s hearts and minds by promoting a particular interpretation and evaluation of events or issues.