Word Choices - Gambling or Gaming?

Regular readers of Daddy's Roses know that I often write about word choices and the importance of using precise language to convey exactly what you mean (or at least to convey what you want the listener or reader to THINK you mean) in a given circumstance. The words you use to express your thoughts or ideas will determine, to a large degree, the response of your readers or listeners.

In Words That Work (Hyperion, 2007), Frank Luntz makes a good argument to support the idea that a single word choice can make a profound difference in perception. He gives one good example: The gambling industry set about to change its image weakness and make it into a strength. They chose to do it by changing the terminology used to refer to the business. They simply took out two letters -- the "bl". Not even one whole word was changed. The "Gambling" industry became the "Gaming" industry.

Luntz states in part,

.......What's important to understand is that the underlying products and services changed not a whit. Same slot machines. Same deck of cards. Same dice. Same casino advantage. But the switch from 'gambling' to 'gaming' in describing one's behavior contributed to a fundamental change in how Americans see the gambling industry....

.....All the old, unsavory associations (e.g., organized crime, pawnshops, addiction, foolishly losing one's fortune) gave way to a lighter, brighter image of good, clean fun.

....'Gambling' looks like what an old man with a crumpled racing form does at a track.... or feels like the services provided by some seedy back-alley bookie in some smoke-filled room. 'Gaming' is what families do together....

....'Gambling' is a vice. 'Gaming' is a choice.....

.... 'Gambling' is taking a chance, engaging in a risky behavior. 'Gaming' is as simple as playing a game with cards or dice or a little ball that goes round and round and round.....

As I have said before, "It's all in the wording."