The following is taken from Language: A Key Mechanism of Control, a pamphlet which was sent to Republican candidates running in the 1990 elections. The pamphlet was developed by Gopac, a conservative group headed by the then House Republican Whip Newt Gingrich. This excerpt appeared in the November 1990 issue of Harpers Magazine. From the rhetorical analyst's position it constitutes a pile of examples of loaded diction (see RT&C). You might want to have some fun with this by thinking about wether there would be differences between this 90 and a possible 96 list. Consider, in this regard what the implications are for the "absoluteness" of the terms "negative" and "positive."
As you know, one of the key points in the Gopac [instructional tapes] is that "language matters." As we mail tapes to candidates, and use them in training sessions across the country, we hear a plaintive plea: "I wish I could speak like Newt." That takes years of practice. But we believe that you can have a significant impact on your campaign if we help a little. That is why we have created this list of words and phrases. This list is prepared so that you might have a directory of words to use in writing literature and letters, in preparing speeches, and in producing material for the electronic media. The words and phrases are powerful. Read them. Memorize as many as possible. And remember that, like any tool, these words will not help if they are not used.
Optimistic Positive Governing Words
Use the list below to help define your campaign and your vision of public service. These words can help give extra power to your message.
common sense freedom peace reform
courage hard work pioneer rights
crusade help precious strength
dream liberty pride truth
duty light principle(d) vision
empower(ment) moral pristine workfare
fair movement pro-environment
family passionate prosperity
Contrasting Words
Often we search hard for words to define our opponents. Sometimes we are hesitant to use contrast. These are powerful words that can create a clear and easily understood contrast. Apply these to the opponent, his record, proposals and party.
anti-child deeper liberal shallow
anti-flag disgrace lie shame
betray devour machine sick
bizarre destroy obsolete status quo
cheat excuses pathetic steal
collapse failure radical taxes
corruption greed red tape they/them
crisis hypocrisy self-serving traitors
decay incompetent sensationalists welfare
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