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000321126 010__ $$a  2006043737
000321126 020__ $$a9781401302597
000321126 020__ $$a1401302599
000321126 020__ $$a9781401303082 (pbk.)
000321126 020__ $$a1401303080 (pbk.)
000321126 035__ $$a(OCoLC)ocm70046041
000321126 035__ $$a321126
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000321126 05000 $$aPE1431$$b.L87 2007
000321126 08200 $$a808/.042$$222
000321126 1001_ $$aLuntz, Frank I.
000321126 24510 $$aWords that work :$$bit's not what you say, it's what people hear /$$cFrank Luntz.
000321126 250__ $$a1st ed.
000321126 260__ $$aNew York :$$bHyperion,$$cc2007.
000321126 300__ $$axxiii, 324 p. ;$$c25 cm.
000321126 504__ $$aIncludes bibliographical references (p. [297]-301) and index.
000321126 5050_ $$aThe ten rules of effective language -- Preventing message mistakes -- Old words, new meaning -- How "words that work" are created -- Be the message -- Words we remember -- Corporate case studies -- Political case studies -- Myths and realities about language and people -- What we REALLY care about -- Personal language for personal scenarios -- Twenty-one words and phrases for the twenty-first century.
000321126 520__ $$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.
000321126 650_0 $$aEnglish language$$zUnited States$$xRhetoric.
000321126 650_0 $$aPersuasion (Rhetoric)$$xPolitical aspects.
000321126 650_0 $$aMass media and language.
000321126 650_0 $$aPopular culture$$zUnited States.
000321126 650_0 $$aCritical thinking.
000321126 650_0 $$aCommunication in politics.
000321126 85200 $$bgen$$hPE1431$$i.L87$$i2007
000321126 909CO $$ooai:library.usi.edu:321126$$pGLOBAL_SET
000321126 980__ $$aBIB
000321126 980__ $$aBOOK
000321126 994__ $$aC0$$bISE