Words that work : it's not what you say, it's what people hear /
Luntz, Frank
Words that work : it's not what you say, it's what people hear / Frank Luntz - New York: MJF Books, 2007 - xliii, 324 p.; 24 cm.
Includes index
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
9781606711323
ENGLISH LANGUAGE--RHETORIC
PERSUASION (RHETORIC)
CRITICAL THINKING
MASS MEDIA AND LANGUAGE
PE 1431 / L86W 2007
Words that work : it's not what you say, it's what people hear / Frank Luntz - New York: MJF Books, 2007 - xliii, 324 p.; 24 cm.
Includes index
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
9781606711323
ENGLISH LANGUAGE--RHETORIC
PERSUASION (RHETORIC)
CRITICAL THINKING
MASS MEDIA AND LANGUAGE
PE 1431 / L86W 2007