So on appearances, we are dealing with a largely uniformed and easily persuaded electorate if terms are couched in misleading soundbites. We know that they will work to sway and target women and seniors. Nice of them to lay out the ground rules and battlefields for us.
Ask an 'average person' if they know what an 'assault weapon' is. You'll be told it's a 'high powered machinegun' or some variation thereof.
We rely on educating the public to persuade them to our way of thinking. They rely on and cultivate ignorance.