One thing that the republicans do very well is getting on the same page wrt language. They test the shit out of phrases and words. Partial birth abortion, democrat party, Obamacare, etc. makes their way into your mind to produce a reaction that you're not fully conscious of. It's why the people constantly repeating "read theory" get nowhere. Those ideas don't stick in your head easily, or at least that has been my experience.

I had a poli sci prof in college explain how a republican student went to a conference run by conservatives on how to use and manipulate language to push their agenda.