In politics, the key is to make as many people feel you agree with them as possible. Words and phrases have to be used that can mean different things to different people. The object is to gain their voter confidence. Once a politician is in office, he or she will again manipulate words to make it appear they are doing your bidding. The objective is to win the majority confidence of the people.
Words are very powerful.
They can leave images in our minds which will never be erased. Political leaders hire professional writers who know how to paint pictures with words. They also know the kind of things a leader should do which will project the right image. Since our society is divided into many different interest groups at war with each other, it takes a great deal of time and study to manipulate an image which will get the vote and keep the office. I am glad I am not a politician.