Purpose: To explore how advisors communicate with farmers and the mental frames that they use in their communication. Method: A case study in Norway observing meetings between farmers and advisors at 17 farm visits and 43 separate interviews with 26 different informants (advisors and farmers) related to these visits. Empirical analysis is based on theory of framing and categories of frames. Findings: There is variation among advisors in how they communicate with the farmers at farm visits, and how they communicate is related to the mental frames that the advisors apply. The frames identified are those of a machine, the brain, an organism, culture, and family. Some advisors are more skilled than others at switching between these various mental frames -- reframing. Practical implications: The mental frames can be further developed and applied as tools for advisory services to improve communication according to farmers' needs and thus make advisory services more relevant for farmers. Theoretical implications: Mental frames are applied empirically in an advisory context, and the relevance of mental framing is confirmed. Originality: Mental frames have not previously been applied in an agricultural advisory context.