TY  - BOOK
AU  - Luntz,Frank I.
TI  - Words that work: it's not what you say, it's what people hear 
SN  - 1401302599
AV  - PE1431 .L86 2007
U1  - 808/.042 22
PY  - 2007///
CY  - New York
PB  - Hyperion
KW  - English language
KW  - United States
KW  - Rhetoric
KW  - Persuasion (Rhetoric)
KW  - Political aspects
KW  - Mass media and language
KW  - Popular culture
KW  - Critical thinking
KW  - Communication in politics
KW  - local
KW  - Electronic books
N1  - Includes bibliographical references (p. [297]-301) and index; The 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; Language and Literature
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
UR  - https://opac.northsouth.edu/cgi-bin/koha/opac-retrieve-file.pl?id=06a3566207b79813a6a8d8a9db9b1111
ER  -