Emotive conjugation

In rhetoric, emotive or emotional conjugation (also known as Russell's conjugation) is a rhetorical technique used to create an intrinsic bias towards or against a piece of information. Bias is created by using the emotional connotation of a word to prime a response from the audience by creating a loaded statement. Used seriously, such loaded language can lend false support to an argument through emotional connotation and implication, rather than through fact.