Frank Luntz
Frank Luntz
Frank I. Luntzis an American political consultant, pollster, and "public opinion guru" best known for developing talking points and other messaging for various Republican causes. His work has included assistance with messaging for Newt Gingrich's Contract with America, promotion of the terms death tax instead of estate tax and climate change instead of global warming, and public relations support for pro-Israel policies in the Israeli-Palestinian conflict...
NationalityAmerican
ProfessionPolitician
CountryUnited States of America
apply burn good heat house language study words
Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down.
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There's a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty.
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The language of America changed with the election of Bill Clinton, because with all due respect to my friends on the Republican side, Bill Clinton is the best communicator of the last 50 years. He felt your pain.
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When you're selling a product or service, you don't have - it doesn't have to be absolutely perfect, although I've provided language that is. When you're a politician, one wrong word changes the entire - changes the meaning of something.
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I have seen how effective language attached to policies that are mainstream and delivered by people who are passionate and effective can change the course of history.
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If you're a good numbers person, you're a bad language person.
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We don't want our messages screamed at us. We don't want to be yelled at.
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Rudy Giuliani hired me because I was recommended by his political consultant and because I love baseball. I hate to admit this, but I brought my baseball card collection to show him, because I'd heard he was a fanatic Yankee fan, and I figured this would be a way that we could bond.
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When it comes to taxes, nothing matters more to Democrats than the principle of 'fairness,' and when it comes to the Death Tax, Democrats and Republicans alike see it as absolutely unfair.
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Look, this is about the real-life decisions of real-life Americans, who to vote for, what to buy, what to agree with, what to think, how to act. This is the way it is.
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My job is to get people out of situations like this. But I wouldn't know what to advise him.
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Nuclear power is a new issue. This could become the mainstream energy issue fast.
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If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak. But that's how we make up our minds.
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The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.