Frank Luntz Explains 'Words That Work'

Frank Luntz. Photo credit: Mary Ellen Matthews/MSNBC
Mary Ellen Matthews/MSNBC

Republican pollster Frank Luntz advises politicians on the language they should use to win elections and promote their policies. Although he works on one side of the aisle, he says that what he does is essentially nonpartisan, seeking clarity and simplicity in language. His critics disagree, and have accused him of using language that misrepresents policies to "sell" them to the public. Frank Luntz is the author of Words That Work.

Copyright © 2007 NPR. For personal, noncommercial use only. See Terms of Use. For other uses, prior permission required.

Copyright © 2007 NPR. All rights reserved. No quotes from the materials contained herein may be used in any media without attribution to NPR. This transcript is provided for personal, noncommercial use only, pursuant to our Terms of Use. Any other use requires NPR's prior permission. Visit our permissions page for further information.

NPR transcripts are created on a rush deadline by a contractor for NPR, and accuracy and availability may vary. This text may not be in its final form and may be updated or revised in the future. Please be aware that the authoritative record of NPR's programming is the audio.

Books Featured In This Story

Words That Work

It's Not What You Say, It's What People Hear

by Frank I. Luntz

Hardcover, 324 pages | purchase

Purchase Featured Book

Title
Words That Work
Subtitle
It's Not What You Say, It's What People Hear
Author
Frank I. Luntz

Your purchase helps support NPR Programming. How?

Comments

 

Please keep your community civil. All comments must follow the NPR.org Community rules and terms of use, and will be moderated prior to posting. NPR reserves the right to use the comments we receive, in whole or in part, and to use the commenter's name and location, in any medium. See also the Terms of Use, Privacy Policy and Community FAQ.