When used seriously, such loaded language can lend false support to an argument through emotional connotation and implication rather than through fact.
Emotional conjugation was originally defined by Bertrand Russell in 1948 on the BBC Radio program, The Brains Trust.
He claims that the mind is always asking “What is the social consequence of accepting the facts as they are?” which causes the audience to mimic the emotions presented by the speaker.
Luntz found that the majority of opinions were reached based on the emotive conjugation that was used without consideration of any underlying facts.
An example Luntz mentioned was the emotive conjugation of “illegal aliens” being used in place of “undocumented immigrants.” While these phrases refer to the same group of people, the former was met with a negative reaction in comparison to the latter.