In politics controlling language is vital. George Lakeoff (Linguist -Cal Berkley) confirms brain will generate a physical cognitive bias if you win the language war. Because of the frame being repeated, the attitude towards the subject changes.
For example the party who introduced the term wins solely on sheer mass. This can be determined by the total count of the terms.
For example: ”Death Tax” or “Estate Tax”. We also know the terms that we introduced to the discussion. Hence the campaign works when the Language has been adopted. It might not seem like much but these are long term goals and or policy matters to keep or change a status quo.


