000			02214nam a2200385Ia 4500
005			20260803094232.0
008			251212s2007 xx 000 0 und d©©©
245	1		_aWords that work : _bit's not what you say, it's what people hear / _cFrank I. Luntz.
100			_aLuntz, Frank I.
260			_aNew York : _bHyperion, _c©2007.
300			_axxiii, 324 pages:
300			_c25 cm
020			_a9781401309299
650			_aEnglish language _zUnited States _xRhetoric
650			_aPersuasion (Rhetoric) _xPolitical aspects
650			_aMass media and language
650			_aPopular culture _zUNITED STATES
650			_aCritical thinking
650			_aCommunication in politics
944			_aCIR
050			_a808.042 L97w 2015
943			_b0 _c0 _d0 _e1 _f0 _g0 _h1 _i0 _j0
944			_b1 _c1 _d0
953			_pSH0528
546			_ain English
953			_cSenior High School Library
505			_a 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.
520			_aCommunications 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.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _ajderpo _b2021-12-14 15:36:42 _djderpo _e2022-06-02 15:33:42
998			_a11691
999			_c11587 _d11587