In 2006 Frank Luntz, GOP political consultant and pollster who now works for Fox News Channel, wrote a campaign manual for Republicans it contained an appendix of word that they are never supposed to use, and their substitutes. After listening to all the GOP debates, I think the candidates are still using the manual.
(Banned word/substitute)
1. Government / Washington
2. Privatization/Private Accounts / Personalization/Personal Accounts
3. Tax Reform / Tax Simplification
4. Inheritance/Estate Tax / The Death Tax
5. A Global Economy/Globalization/Capitalism/ Free Market Economy
6. Outsourcing/ Taxation, Regulation, Litigation, Innovation, Education
7. Undocumented Workers/ Illegal Aliens
8. Foreign Trade/ International Trade
9. Drilling for oil/ Exploring for energy
10. Tort Reform/ Lawsuit Abuse Reform
11. Trial Lawyer/ Personal Injury Lawyer
12. Corporate Transparency/ Corporate Accountability
13. School Choice/ Parental Choice/Equal Opportunity in Education
14. Healthcare “Choiceâ€/ “The Right to Chooseâ€
All of these words and phrases were decided on based on focus groups and polling.