Word Magic

You can call a Golden Retriever dog a Golden Retriever, to distinguish it from other kinds of dogs.
You can call a Persian cat a Persian, and you can call a Friesian horse a Friesian.

But you cannot call a negro a negro, to describe his genetic characteristics.

Any word will catch negative connotations, if negative emotions are assigned to the concept itself. Banning words communicates the emotions of the banners, not necessarily of the potential users of the words.