A look at his published writing shows the prime minister has ramped up the rhetoric as Brexit has approached.
Many of the most commonly used election terms have a long linguistic history, stretching from ancient Rome to modern-day America and Australia.
We all know about the 'jobs and growth', but there was also 'tax' and various forms of 'new' – read innovation – in this year's federal budget.
Liberalism is a dirty word for the majority of South Africans. This goes back to early colonialism. Liberals opposed apartheid but not the close relationship between capitalism and apartheid.