Do read
Lakoff's short book on how "framing" has been used by the likes of Karl Rove:
Do not use their language. Their language picks out a frame -- and it won't be the frame you want.
Let me give you an example. On the day that George W. Bush arrived in the White House, the phrase "tax relief" started coming out of the White House. It still is: It was used a number of times in this year's State of the Union address, and is showing up more and more in preelection speeches four years later. Think of the framing for relief. For there to be relief there must be an affliction, an afflicted party, and a reliever who removes the affliction and is therefore a hero. And if people try to stop the hero, those people are villains for trying to prevent relief.
When the word tax is added to relief, the result is a metaphor: Taxation is an affliction. And the person who takes it away is a hero, and anyone who tries to stop him is a bad guy. This is a frame. It is made up of ideas, like affliction and hero. The language that evokes the frame comes out of the White House, and it goes into press releases, goes to every radio station, every TV station, every newspaper. And soon the New York Times is using tax relief. And it is not only on Fox; it is on CNN, it is on NBC, it is on every station because it is "the president's tax-relief plan."
And soon the Democrats are using tax relief -- and shooting themselves in the foot.
-- George Lakoff, Don't Think of an Elephant: Know Your Values and Frame the Debate--The Essential Guide for Progressives