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Political doublespeak in Peru turned a corner during the 1990 elections, which revealed the population’s utter disillusionment with politicians and the political discourse of the time. To avoid arousing suspicion or getting on people’s nerves, politicians now have to be very economical with words, resorting to clichés, slogans and words often chosen purely to differentiate them from other politicians who have supposedly fallen from grace with the population. As a result, rather than making proposals and promises, politicians are merely trying to avoid getting on the wrong side of the population’s—highly volatile—perceptions. The result is a triumph of marketing over traditional political discourse, and an ever more demanding art of doublespeak.