Power word
A power word (or power phrase) is a word (or a phrase) that is chosen to specifically make one's position appear stronger. For example, the terms "reactionary" or "extremist" may be used as power words against those holding opposing views. It is a form of a loaded language and is an antonym of euphemism; however, it is not always the same thing as either a dysphemism or a cacophemism, which imply the use of harsh or vulgar words.
Power words may be used in a semantically correct way, but where a less loaded synonym could have been used instead. The choice is made precisely because of the opinion of an individual or a group.
Power words are used in politics to sell ideas, in advertisements to sell products, and in religions to sell beliefs. Power words may create an impression that any logical argument against the speaker is absurd. The use of a power word that also has a more general meaning can result in the No True Scotsman fallacy.
See also
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Bandwagon effect · Buzzword · Card stacking · Code word · Dog-whistle politics · Doublespeak · Framing · Glittering generality · Power word · Lesser of two evils principle · Loaded language · Newspeak · Public relations · Plain folks · Testimonial · Weasel word |