Names can be especially important in matters associated with political issues. “Social Security” is a much better name than “paycheck reduction program.” Who can argue with “the war on drugs” or “affirmative action?” You’ve got to give Newt Gingrich credit for “Contract with America” and Richard Nixon for “the silent majority.” In fact, many of Nixon’s top guys, including Bob Haldeman, were ex-advertising agency executives. Now there is a man who understood that sizzle was so much more impactful than substance. Whoever came up with “senior citizens” to replace “old people” deserves a medal.
Most politicians now understand that any really meaningful aspects of a program are irrelevant, and that facts and details should be ignored. What voters really want is something that sounds positive and good, something they want to be associated with, something that has a good name.