Advertisers are masters at knowing how certain words and phrases will affect us. Consider some of the seemingly innocent words and phrases below and how they have an emotional impact. IRS Big Tech Police officers Corporate profits Millennials Congress The Nursing Profession. Over time we have been conditioned to experience emotional responses to various phrases and labels. For instance, there is nothing intrinsically evil in businesses earning money since this is an expected and desirable outcome. Yet, ask us to react to the term corporate profits and I suspect that most of our reactions would trend negatively. It’s unlikely that a political candidate would proclaim in an ad or a speech that he or she wants to be a Champion of Corporate Profits! Private Equity certainly merits inclusion in the above list. Most folks have an unfavorable opinion of PE even if they don’t fully understand this business model. And some of the actions committed by PE justify sus
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