Emotive Conjugation
Also known as: Russell Conjugation
Different words can create different emotions, even when describing the same thing.
Examples
Little girls who have strong opinions and direct the actions of others are frequently describe as “bossy,” which has a negative connotation. Boys who exhibit the same behavior are often described as “leaders.”
People in favor of a tax on inherited assets call it an “estate tax.” People opposed to such a tax call it a “death tax.”