Frank Luntz is a leading Republican strategist specializing in the use of vocabulary in shaping public opinion. He was a major proponent, for instance, in replacing the phrase, "global-warming" with the less threatening sounding, "climate-change." He also changed the "Estate Tax," into the "Death Tax." It seems, according to this video segment of "The Young Turks," Republicans will soon be retiring the word "capitalism" as well. I'm not in the habit of re-purposing video content, but I found this one highly informative.
For more on the use of language in shaping public opinion, I highly recommend viewing The Persuaders from PBS' Frontline series.