Hi Brainguy,
Doesn't figure 3 give you the information you are after?
I know them as alternative reading frames. A cool example I found is the hepadnavirus.
The alternative reading frame works because shifting to a different reading frame produces a new alignment of codons, coding for a different sequence of amino acids.
e.g. Take the mRNA sequence AUGUUUUCAUGUCAUGGGUGACAUGAC (the start codons are in bold or underlined).
Using the first start codon (in bold) and reading three nucleotides for each codon gives AUG UUU UCA UGU CAU GGG UGA, which translates to Met(start) Phe Ser Cys His Gly stop.
Using the second start codon (underlined) and reading three nucleotides for each codon gives AUG UCA UGG GUG ACA UGA, which translates to Met(start) Ser Trp Val Thr stop.
The start codon identifies the frame for reading the triplets. Because the start codons are not in frame (i.e. AUG CCC AUG), they 'set the reading frame of the sequence differently. The two reading frames give different triplet sequences and therefore map to different amino acids (and stop codons). The comparison to words is not quite accurate, since all possible permutations of the four nucleotides maps to an amino acid or stop codon.
I think that makes sense, some more knowledgeable can check and correct.
Otherwise, I hope that helps.