" That tone and sound in speech have a conditioning quality is something we can verify from our own experience in listening to or in giving commands, or in dealing with our pets. Even the symbolic and semantic meaning of words can acquire a conditioning quality. The word "traitor," for example, provokes direct feelings and reactions in the minds of those who hear it spoken, even is this discriminatory label is being applied dishonestly. "

― Joost A.M. Meerloo , The Rape of the Mind: The Psychology of Thought Control, Menticide, and Brainwashing