TY  - BOOK
AU  - Luntz, Frank
TI  - Words that work : it's not what you say, it's what people hear
SN  - 9781606711323
AV  - PE 1431 L86W 2007
PY  - 2007///
CY  - New York
PB  - MJF Books
KW  - ENGLISH LANGUAGE
KW  - RHETORIC
KW  - PERSUASION (RHETORIC)
KW  - CRITICAL THINKING
KW  - MASS MEDIA AND LANGUAGE
N1  - 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
ER  -