Business Week recently described Frank Luntz by saying, “He persuaded the public to hate the soak-the-rich estate tax by redubbing it ‘the death tax.’” It’s a sentiment I’ve heard echoed by members of Congress who believe the debate over the estate tax was lost on the strength of this phrase.

The same week, George Lakoff argued that by using the word “escalation” to describe Bush’s Iraq plan, the Democratic leadership, now “savvy about the importance of accurate framing