Words that work
Subtitle: it's not what you say, it's what people hear
By: Frank Luntz.
Edition: 1st pbk. ed.
Publisher: Hyperion
Published: 2007
Place of publication: New York
Language: eng
Number of pages: 324
ISBN-13: 9781401309299
Subjects: English language -- United States -- Rhetoric; Persuasion (Rhetoric) -- Political aspects; Mass media and language; Popular culture -- United States; Critical thinking; Communication in politics
Notes: "Updated with seven new 'words that work'"--P. 1 of cover.

Includes bibliographical references (p. [297]-301) and index.
Table of contents: title: War of the words --; title: The ten rules of effective language --; title: Preventing message mistakes --; title: Old words, new meaning --; title: How 'words that work' are created --; title: Be the message --; title: Words we remember --; title: Corporate case studies --; title: Political case studies --; title: Myths and realities about language and people --; title: What we really care about --; title: Personal language for personal scenarios --; title: Twenty-one words and phrases for the twenty-first century.