In Frank Luntz’s view, a single word can frame an issue, creating either a positive or negative association in a voter’s mind. In a 2005 memo to Republican party members that was widely disseminated in the media, Luntz listed 14 phrases that should never be said. Included below are seven examples from his list. In support of the power of language, Luntz stated that two-thirds of Americans wanted to “personalize” Social Security, while only one-third wanted to “privatize” it. Lutz’s 2005 memo on political rhetoric states:
| Never Say |
Instead Say |
| Tax Reform |
Tax Simplification |
| Globalization |
Free Market Economy |
| Foreign Trade |
International Trade |
| Drilling for Oil |
Exploring for Energy |
| Never Say |
Instead Say |
| Government |
Washington |
| Undocumented Workers |
Illegal Aliens |
| Estate Tax |
Death Tax |
To Promote a Negative Impression
