Frank Luntz Quotes
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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.
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Preserving parks and open spaces is a winner because it doesn't need to be explained to everyday Americans.
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Ideology and communication more often than not run into each other rather than complement each other. Principle and communication work together. Ideology and communication often work apart.
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The principles behind explaining and educating the product or the elected official is similar, even though the actual execution of it is very, very different.
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The advantage of working for a corporation is that it has only one message, because a product or a service doesn't speak; it's just there, and you can advertise it.
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The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion.
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The way you communicate an idea is different than the way you communicate a product.
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We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion.
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If you're a good numbers person, you're a bad language person.
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When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because they sounded like morticians. In some cases. they actually dressed like morticians.
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Politics is gut; commercials are gut.
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What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
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There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that.
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Some people call it global warming; some people call it climate change. What is the difference?