Words that work :it's not what you say, it's what people hear

• Tác giả: Frank I Luntz
• ISBN-10: 1401302599
• ISBN-13: 978-1401302597
• ISBN: 9781401303082 (pbk.)
• ISBN: 1401303080 (pbk.)
• Ký hiệu phân loại: 808/.042 Rhetoric and collections of literary texts from more than two literatures
• Thông tin xuất bản: New York : Hyperion, c2007.
• Mô tả vật lý: xxiii, 324 p. ;, 25 cm.
• Bộ sưu tập: NCBI
• ID: 91132
• Chủ đề: 1. English language--Rhetoric--United States; 2. Persuasion (Rhetoric)--Political aspects; 3. Mass media and language; 4. Popular culture--United States; 5. Critical thinking; 6. Communication in politics

Includes bibliographical references (p. [297]-301) and index.

Tóm tắt

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.