Barack Obama is (not) a celebrity

Joseph Romm of the Center for American Progress explains why responding to political attacks is such a tricky business (Huffington Post):

While Obama is a terrific rhetorician, he and his ad team don't understand a core principle of rhetoric. Never repeat the word your opponent is trying to push. That is not just a basic tenet of the 25-century-old art of persuasion, but a well-demonstrated principle of modern psychology.

Never say things like, "They're going to say I'm a risky guy. What they're going to argue is I'm too risky." All that does is plant in the listener's mind the word "risky" associated directly with Obama. It's like saying, "I'm not a crook." [...]

This is not just a long-standing principle of rhetoric, but something demonstrated by numerous recent psychological studies. In one 1990 study, undergraduate students observed sugar from a labeled commercial container as it was poured into two bottles. They then labeled one bottle "sugar" and the other "Not Sodium Cyanide." Students avoided eating sugar from the second bottle even though they had watched it being poured and "even though they had arbitrarily placed that label on it" and knew the label was accurate — that it was not sodium cyanide. Such is the power of words or, rather, the insidious lack of power of the word 'not.'