Say Uncle reminded me of something and I had to go look it up. If you ever get a chance to hear Alan Korwin speak he's just as brilliant in person. Here is his take on the words we use. A sample:

They want you to say (and you lose if you say):	It's better to say (and they lose if you say):
pro gun	pro rights
gun control	crime control
anti-gun movement	anti-self-defense movement
semiautomatic handgun	sidearm
concealed carry	carry or right to carry
assault or lethal weapon	household firearms
saturday night specials	racist gun laws
junk guns	the affordability issue
high capacity magazines	full capacity magazines
Second Amendment	Bill of Rights
the powerful gun lobby	civil rights organizations