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Words that work : it's not what you say, it's what people hear / Frank Luntz.
Publication details: New York : Hyperion, c2007.Edition: 1st edDescription: xxiii, 324 p. ; 25 cmContent type:- text
- unmediated
- volume
- 9781401302597 :
- 1401302599 :
- PE1431 .L87 2007
Contents:
Summary: 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.
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.
| Item type | Current library | Home library | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | PE 1431 .L87 2007 (Browse shelf(Opens below)) | Available | 5023994 |
Browsing American University in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
| PE 1431 .G73 2010 They say / I say : the moves that matter in academic writing / | PE 1431 .G73 2017 "They say / I say" : the moves that matter in academic writing / | PE 1431 .L86 2016 Everything's an argument : with readings / | PE 1431 .L87 2007 Words that work : it's not what you say, it's what people hear / | PE 1431 .R33 2007 Writing arguments : a rhetoric with readings / | PE 1439 .Z453 2005 stdnt Paragraph writing : from sentence to paragraph / | PE 1439 .Z454 2005 tchr Paragraph writing : from sentence to paragraph. Teacher's guide / |
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.
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.
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