Is there a word or phrase that really affects you in a postive or negative way?

I am thinking of the term nazi or Holocaust, e.g. When I see them in print, they have an effect on me – regardless of what the context is or what the sentence is about. When I see Holocaust not capitalized, I think disrespect. When I see Nazi capitalized, I (perhaps mistakenly) think au contraire. But then most of my family was wiped out in the Holocaust, so that’s just me.

Having said that, I am looking for the effect words have on you, both negative and positive.