It's not necessarily what you say, but how you say it. And so far, I would be passed out if I wasn't drinking coffee watching this response......
Actually, it's not what you say, it's what the person hears. That's the key to political speech. The SOTU was full of this sort of thing and Obama is a master of it. "Pay equality" could mean raising wages....or it can mean lowering them. People want to think it's raising wages so that's what they hear. Obama got elected on a platform of saying what people wanted to hear, not what he actually said. It continues 6 years later.