The power of words is bound up with the images they evoke, and is quite independent of their real significance. Words whose sense is the most ill-defined are sometimes those that possess the most influence. Such, for example, are the terms democracy, equality, liberty, &c., whose meaning is so vague that bulky volumes do not suffice to precisely fix it. Yet it is certain that a truly magical power is attached to those short syllables, as if they contained the solution of all problems. They synthesise the most diverse unconscious aspirations and the hope of their realisation.
Reason and arguments are incapable of combatting certain words and formulas. They are uttered with solemnity in the presence of crowds, and as soon as they have been pronounced an expression of respect is visible on every countenance, and all heads are bowed. By many they are considered as natural forces, as supernatural powers. They evoke grandiose and vague images in men’s minds, but this very vagueness that wraps them in obscurity augments their mysterious power. They are the mysterious divinities hidden behind the tabernacle, which the devout only approach in fear and trembling.
It was by invoking liberty and fraternity — words very popular at the time — that the Jacobins were able to install a despotism worthy of Dahomey, a tribunal similar to that of the Inquisition, and to accomplish human hecatombs akin to those of ancient Mexico.
One of the most essential functions of statesmen consists, then, in baptizing with popular or, at any rate, indifferent words things the crowd cannot endure under their old names. The power of words is so great that it suffices to designate in well-chosen terms the most odious things to make them acceptable to crowds.
Gustave Le Bon – The Crowd: A Study of the Popular Mind