TY  - BOOK
AB  - Communications 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.
AU  - Luntz, Frank I.
CN  - PE1431
CN  - PE1431
CY  - New York :
DA  - c2007.
ET  - 1st ed.
ID  - 321126
KW  - English language
KW  - Persuasion (Rhetoric)
KW  - Mass media and language.
KW  - Popular culture
KW  - Critical thinking.
KW  - Communication in politics.
N2  - Communications 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.
PB  - Hyperion,
PP  - New York :
PY  - c2007.
SN  - 9781401302597
SN  - 1401302599
SN  - 9781401303082 (pbk.)
SN  - 1401303080 (pbk.)
T1  - Words that work :it's not what you say, it's what people hear /
TI  - Words that work :it's not what you say, it's what people hear /
ER  -