Bentham's Use Of Neutral Language In Save The Bees

Bentham’s idea of question-begging appellatives functions when the word or phrase puts forth ideological assumptions in an audience, or when the word or phrase pre-empts debate. Along with question-begging appellatives, Bentham has a concept of triplicate vocabulary, stating that there are dyslogistic, eulogistic, and neutral terms. However, Burke adjusts Bentham’s concept and states that neutral language does not exist (p.92). The phrase “save the bees” is a eulogistic question-begging appellative as the phrase deflects debate and directs the audience’s mind to a certain perspective.
Taking the concept of triplicate vocabulary into account, “save the bees” consists of the word “save” which means to help or rescue, which in turn is seen as an approving term. However, while bees pollinate crops, they are associated with injury and harm due to the pain and frequency of bee stings,
Taking the two factors into account, “save the bees” would results in a slightly eulogistic term rather than simply eulogistic. Burke states that one cannot have image without a corresponding idea (p.84), hence the image of “save the bees” also bears eulogistic ideas such as protecting the bee population for society to continue to have the food that bees pollinate. These ideas tie into the underlying environmental ideology, a structure of interrelated ideas (p.88) concerning our environment, of the question-begging appellative. The phrase “save the bees” assumes that society takes interest in protecting declining species, and that society is concerned about climate change as well as the dropping bee population; and so the phrase can be considered a censorial term, which “has the opportunity to establish this very assumption in the mind of [the] hearer” (p.94). Therefore, “save the bees” communicates to the audience that the drop in bee population