| Edition |
First edition. |
| Description |
xxiii, 324 pages ; 25 cm |
| Bibliography |
Includes bibliographical references (pages [297]-301) and index. |
| Summary |
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." |
| Contents |
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. |
| Subject |
English language -- United States -- Rhetoric.
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Persuasion (Rhetoric) -- Political aspects.
|
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Mass media and language.
|
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Popular culture -- United States.
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Critical thinking.
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Communication in politics.
|
| ISBN |
1401302599 |
|
9781401302597 |
|
$24.95 |
|
