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Do audience members see themselves in the slogan .
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
On the contrary, it’s a matter of finding the most appealing and persuasive way to present a preexisting proposition or program in a more accurate light.
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
Senator, you need to take charge, establish the “language” of the upcoming debate, and establish a communication discipline for the GOP conference as well as yourself. That’s what this memo seeks to help you do.
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
He broke a cardinal rule of political communication: never repeat a criticism as part of your rebuttal.
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
sound bites are essential because they can actually change minds.
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
articulating overblown promises as a result of undisciplined language can be an incredibly dangerous game to play.
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
“This is about the overcrowding of YOUR schools. This is about emergency room chaos in YOUR hospitals. This is about the increase in YOUR taxes. This is about the crime in YOUR communities.” No, this is not beautiful language, but the politicians who used it reported heads nodding
Dr. Frank Luntz • Words That Work: It's Not What You Say, It's What People Hear
I am a committed advocate of political rhetoric that is direct and clear. It should be interactive, not one-sided. It should speak to the common sense of common people—with a moral component, but without being inflammatory, preachy, or divisive. In a perfect world, political language would favor those with enough respect for people to tell them the
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