Interesting article, Bill D. Lakoff's reference to "frames" within which we interpret the essential meaning or context of words/terms is brilliant.

"J. van GIGCG makes the point: "When communications Sciences were dominated by SHANNON's work in Communication Theory,... the human communication channel provided this scientific discipline with its metaphor: a system grounded in telephone and electronic technologies. However, this school of thought has been superseeded and displaced by a more comprehensive view which embraces not only the syntactic, but also the semantic and pragmatic views of communication. Therefore, this field can be associated with the metaphor of a relational exchange system designed to influence" (1993, p. 50)."

from    www.imprint.co.uk/thesaurus/language.htm

So, to get out of the Bush league, do we need Kerry to relief pitch for two terms?