The aim of this paper is to provide cognitive semantic accounts of values and frames that structure the values in Cheol-Soo Ahn``s declaration of the candidacy for president. This paper addresses what kinds of values he uses, how he frames and structures moral values and his political philosophy - responsibility, empathy, sincerity, and new future - and how all these frames conspire to successfully build the candidate``s self-image in the speech. I explain how the candidate optimizes framing of the speech by providing in-depth cognitive semantic analyses using conceptual metaphor theory, frame semantics and conceptual blending theory. The explanation includes discussions of how the frames of his speech best-fits Ahn``s sincere, innovative, non-authoritative self-image.