"Assault Rifle" = It's black and scary
"High Powered" = I don't know the difference between a rifle and a walking stick
"Semi/Full Automatic" = What difference, at this point, does it make?
"Military Grade" = I watched 'Apocalypse Now' on cable last night
"High Capacity" = I get my talking points from CNN commentators
I might be able to come up with a few more translations, lemme think on it.
A lot of their spewage comes from here:
http://s3.documentcloud.org/documents/748675/gun-violencemessaging-guide-pdf-1.pdf