Frank Luntz is a wordsmith and advisor for politically conversative politicians and causes. On the accompanying handout, I listed a number of phrases that Luntz recommends his audience (Republicans, people on the political right, some members of the business community) should not use and some they should. In particular, Luntz is responsible for a number of phrases used by the political right, especially during the George W. Bush years, including Death Tax, Climate Change,and War on Terror.

Your job is to attempt to explain the connotations of the phrases and why Luntz recommends one phrase over another. In this sense the words he does not recommend suggest that they have negative connotations or don't align with conservative principles or aims, whereas the phrases he recommends have positive connotations or align with conservative principles or aims. See my example below.
Feel free to add any other comments about Luntz's talk, approach, or anything else.