If a "bailout" for the banking industry sounds like a giveaway, call it a "rescue" and it might attract more support. If a "pullout" from Iraq sounds like a retreat, just call it a "drawdown."
And if the financial crisis leads to a temporary takeover of some big banks, "nationalization" would be a scary way to describe it — so try "receivership."
These days in Washington, the battle over policy and political advantage often comes down to words, labels and marketing. After eight years of a president known for mangling the language, the Obama administration is showing a keen understanding that whoever succeeds in framing an issue in words that resonate with the public is way ahead of the game.
Gov. Arnold Schwarzenegger, no slouch in the marketing department, lamented that spending on the nation's infrastructure did not have more support because "the word means nothing to a majority of people."
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