A word used to induce a positive response or association in the person hearing or reading it. Commonly used to appeal to people's emotions rather than their reasoning, and thereby get them on your side.
Antonym: snarl word
George Bush peppered his discourse around his war plans with phrases intended to associate an invasion of Iraq with "peace" and "freedom."
"For all who love freedom and peace, the world without Saddam Hussein's regime is a better and safer place."
-- George W. Bush