91 ordspråk av Frank Luntz

Frank Luntz

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One of the things that you have trouble with politicians, particularly in Washington, is when you get mad at them and you can't touch them; you can't punch them; you can't yell at them.

You're watching a great show on TV, you now come to that middle break, you decide in a matter of three seconds whether or not you're going to... flip the channel; get up; or keep watching. It's not intellectual.

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.

The challenge in working in politics, particularly if you're working for a political party, is that everyone's a messenger.

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.

The Republican National Committee hired me, and they hired me because they wanted someone who could look members straight in the eye and tell them the truth.

I'm not going to let you twist the words, because if I say to you that you can sell a politician the way you sell soap-and it may even look that way from the outside-that says to Americans that they shouldn't respect politicians.

My point is that when you're talking issues like the environment, a straight recitation of facts is going to fall on deaf ears.

Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.

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.

I believe that there are things worth explaining and educating, even if it takes months or years.

If you're a good numbers person, you're a bad language person.

I was fortunate enough to have been invited to do a presentation about how the American people didn't trust politicians in general and, quite frankly, didn't trust Republicans in particular.

It can be done more wisely and effectively, or hey, not at all! We're okay with that too!

What have I done that's wrong if I provide someone like a Rudy Giuliani or a corporation like a Pfizer language that helps them explain or educate? I've simplified the process for them, which allows them to explain.

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