You just raised two examples of the right expressing exactly what they want to do to defend using terrible slogans that don’t actually convey what is really intended as policy.
Other people being better communicators than you does not justify intentionally continuing to be a bad communicator, especially when you’re trying to oppose them being a better communicator with bad faith intentions.
There’s a difference between “y’all need therapy” and “in need of extended mental institutionalization”, and we can’t just write off behaviors we’re uncomfortable with as deriving from some mental malfunction, that’s how you get “it couldn’t happen here” rhetoric.