How we frame an argument is crucial:
Futures Forum: Climate change: framing the subject in doom and gloom drives people further into denial and helplessness
Futures Forum: Climate change: "Conservatives don’t hate climate science. They hate the left’s climate solutions"
Here's a piece from the Cato Institute which looks at the whole issue of how we 'frame' things:
Why People Talk about Politics in Euphemisms - Foundation for Economic Education - Working for a free and prosperous world