Bailout of banks: The power of "loss language" at work

I am currently taking the course of "Organizational behavior", in which we were taught about the power of "loss" language. It's amazing how the media, politicians and biased economists are effectively using the technique to convince people of the 700 billion dollar bailout of financial institutions.

They said "We invite risk of economic collapse if the bailout does not happen". Instead, they could have said "Bailout is essential to continued functioning of banks."

They referred to the $700 billion dollar plan as "bailout" instead of "rescuing banks" plan