Propaganda techniques
>Reframing
You are going to take an idea and make people feel either good/bad about it. "You can make garbage smell like flowers" with the right words.
Example:
"It isn’t always so easy to establish a frame with a single sentence, but sometimes it’s done with only a word or two.
When politicians railed against the estate tax, most folks just yawned. When they re-christened it the “death tax”, they got a better response. After all, everyone dies, so the use of the term “death tax” implies that we’ll all be taxed on whatever we pass on to our heirs. In fact, the first 5 million or so you leave behind will not be subjected to federal estate tax. But Fox “News” had its viewers believing that when they kicked the bucket, President Clinton would send a truck to their house to confiscate half their stuff. The estate tax had been framed."
"Americans also probably wouldn’t have been terribly gung-ho about an Operation to Invade and Occupy Iraq. But when it was framed as “Operation Iraqi Freedom” and part of “The War on Terror”, that was another matter. (The Bush Administration dropped an earlier label, Operation Iraqi Liberation, apparently because it became clear that its acronym might sound a bit too candid.) It became routine to frame supporters of that exercise as “pro-troop”, suggesting that the anti-war demonstrators were in fact protesting against the military itself."