Luntz offers a behind-the-scenes look at how the tactical use of words and phrases--the power of language--affects political choices, purchases, and even personal belief. A new chapter shares insight on the language of the 2008 elections.
The author of the bestselling "Words That Work" examines what Americans say they want, how their actions often contradict those claims, and what that means for businesses.
Widely vilified yet extensively copied, the techniques employed in American elections exert a fascination throughout the world. Bombarded with skillfully crafted political advertising, the American public derives its sense of the candidates from television commercials that range from the mawkish ("In the early morning light, everything seems clean ...
In this glimpse into the American psyche, pollster Luntz examines the real desires of people today and translates them into information that every business can use.
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