From WNYC in New York, this is NPR's On the Media.

Bob Garfield and Brooke Gladstone are both away this week. I'm Mike Peska.

When it comes to the words deployed in the health care debate, it seems like the wordsmiths live by the oath, first do some harm.

Every phrase must be tinged with subtext.

There are the obvious ones. The Republicans tell us Democrats

want to ration your health care. You'll experience long lines. The Democrats never speak of

universal health care anymore, too otherworldly, perhaps. Then there's the phrase public option

as a way of saying government-funded health care. It seems to me that the phrase public option as a way of saying government-funded health care.

It seems to me that the phrase public option can be applied to any government program that might run into opposition.

Public option is a term of art. That's a little subtle. This ad put forth by the RNC, less so.

Over images of babies and children, we hear these words.

The next big ticket item, a risky experiment with our health care.

Those words were actually a little off script.

Yes, there's a script.

It was authored by Frank Luntz, who recently put out a 10-point memo

telling Republicans how to talk about health care.

He writes, quote,

You'll notice we recommend the phrase government takeover

rather than government run or government

controlled. Yes, we have noticed that. In TV ads. With our health care system in crisis,

some want a government takeover. And on cable TV. His goal seems to be a government takeover,

not making insurance more available. And on the floor of Congress. The administration and a small group of very liberal Democrats are intent on pushing through a government takeover of health care.

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