THE SNP has been accused of trying to "repackage" the idea of independence after the party's MSPs were urged to drop the word and to talk instead of an "independent" Scotland to avoid putting off voters.

Positive-psychology consultant Claire Howell, a long-term adviser to the SNP, gave the advice to MSPs and also briefed the politicians on US marketing techniques that will be used to promote a Yes vote in the 2014 referendum.

The theory is that being "independent-minded" is a positive personal quality voters like whereas "independence" as a concept for Scotland is associated in voters' minds with risk.

SNP bosses have also circulated a campaign training manual based on text that appears to have been cut-and-pasted from US marketing websites, with jargon such as "Independence ambassadors blend the strengths of a connector and a maven [an expert on a subject]".

It compares the fight for Scottish independence to the Suffragette movement.

Ms Howell's advice has already been adopted by the SNP hierarchy. However, one SNP source said the political ideas behind independence seemed to be get lost in a deluge of "marketing gobbledygook".

MSP Patricia Ferguson, Scottish Labour's constitutional spokeswoman, said: "It seems the SNP is finally realising what everyone else knows – most Scots reject their core policy of independence. Now they are trying to repackage a bill of goods that people don't want, and this latest attempt will fool no-one.

"Instead of spending his time listening to advertising gurus, Alex Salmond should start being honest with the people of Scotland."

Willie Rennie, the Scottish Liberal Democrats' leader, added: "Instead of playing with words, the SNP should simply answer the voters' questions."