“Fairness” and “Common sense”

Two articles take apart the language of political rhetoric:

Arthur Brooks examines the way the Democrats invoke the concept of “fairness” and shows that there is more to justice than just taking from the rich: Obama says it’s only ‘fair’ to raise taxes on the rich. He’s wrong. – The Washington Post.

Then, from the other side, Sophia Rosenfeld critiques the way  Republicans are invoking the concept of “common sense”: Beware of Republicans bearing ‘common sense’

In a day when reason is widely rejected and political discourse has become reduced to manipulative rhetoric, is political debate just a matter of who gets control of the language?  Can you think of other examples of this sort of thing?