The Wall Street Journal (online registration required): Words matter. As in advertising, how you sell your political message is as important as its content or design. Think of the success tax reformers had when they called the inheritance tax the “death tax.” Or how opponents of the president’s health-care law gathered political strength not only in rebranding the title of the bill from the Affordable Care Act but also in calling a medical reimbursements panel the “death panel.”
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