There are words that work, that are meant to explain and educate on policies that work, on products that work, on services that work. I'm not going to ever try to sell a lemon. I don't do that. Frank Luntz educateexplainlemon Change image and share on social
Politics is gut; commercials are gut. Frank Luntz commercialgutpolitic Change image and share on social
Some people call it global warming; some people call it climate change. What is the difference? Frank Luntz callchangeclimate Change image and share on social
Words can sometimes be used to confuse, but it's up to the practitioners of the study of language to apply them for good and not for evil. It is just like fire; fire can heat your house or burn it down. Frank Luntz applyburnconfuse share on social
When I started in this business, everybody said the Democrats were the better communicators because they sounded like social workers, and Republicans were awful because they sounded like morticians. In some cases. they actually dressed like morticians. Frank Luntz awfulbusinesscase share on social
The fundamental problem for Republicans when it comes to the environment is that whatever you say is viewed through the prism of suspicion. Frank Luntz environmentfundamentalprism Change image and share on social
It is acceptable to bring someone to tears if it explains to them in an emotional way why a product, a service, or a candidate is the right person, is the right thing to do. Frank Luntz acceptablebringcandidate Change image and share on social
There are people still in the Republican Party that I believe practice the communication of anger, of disappointment, of regret, of pain, of sorrow, of suffering. That's not what the American people want to hear. Frank Luntz americanangercommunication share on social
Traditional market researchers are cold and calculating and scientific. Frank Luntz calculatecoldmarket Change image and share on social
What matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent. Frank Luntz imageissuematter Change image and share on social
