02214nam a2200385Ia 4500 20260803094232.0 251212s2007 xx 000 0 und d©©© Words that work : it's not what you say, it's what people hear / Frank I. Luntz. Luntz, Frank I. New York : Hyperion, ©2007. xxiii, 324 pages: 25 cm 9781401309299 English language United States Rhetoric Persuasion (Rhetoric) Political aspects Mass media and language Popular culture UNITED STATES Critical thinking Communication in politics CIR 808.042 L97w 2015 0 0 0 1 0 0 1 0 0 1 1 0 SH0528 in English Senior High School Library The ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century. Communications expert Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch`s six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description. 0 text unmediated volume lcc BK jderpo 2021-12-14 15:36:42 jderpo 2022-06-02 15:33:42 11691 11587 11587 0 0 ddc 0 0 BED BED BED 2025-12-21 CIR 808.042 L97w c2015 SH0528 2026-06-18 00:00:00 2025-12-21 BK