MARC Record from marc_openlibraries_sanfranciscopubliclibrary

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001 70046041
003 OCoLC
005 20151005055222.0
008 060524s2007 nyu b 001 0 eng
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020 $a1401302599
020 $a9781401302597
020 $a9781401303082 (pbk.)
020 $a1401303080 (pbk.)
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100 1 $aLuntz, Frank I.
245 10 $aWords that work :$bit's not what you say, it's what people hear /$cFrank Luntz.
250 $a1st ed.
260 $aNew York :$bHyperion,$cc2007.
300 $axxiii, 324 p. ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (p. [297]-301) and index.
520 $aCommunications 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." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description.
505 0 $aThe 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.
650 0 $aEnglish language$zUnited States$xRhetoric.
650 0 $aPersuasion (Rhetoric)$xPolitical aspects.
650 0 $aMass media and language.
650 0 $aPopular culture$zUnited States.
650 0 $aCritical thinking.
650 0 $aCommunication in politics.
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