Tax breaks for the wealthy at the expense of the poor is one example. Repetition insures that the message will get through. When Republicans speak, they all march to a different drummer. There are many messages instead of one. One message is a sound bite.
Many messages are a confusing noise.
Symbols and sound bites determine the vote. These are what hit people in the gut before they have time to think. And these are what people remember. Symbols are the impressions that last, and therefore that ultimately define you. Carefully chosen words and phrases are more important than paragraphs, speeches, party platforms and manifestos.