Words that work
it's not what you say it's what people hear
Book - 2007
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.
Enregistré dans:
Holdings -
South Hill
| Barcode | Status | Material Type | CallNumber | Availability |
|---|---|---|---|---|
| 37413311597019 | Checked out | Non-fiction | 808.042 LUNTZ | Rappeler |
| Auteur principal: | |
|---|---|
| Format: | Livre |
| Langue: | English |
| Publié: |
New York :
Hyperion,
c2007.
|
| Édition: | 1st ed. |
| Sujets: |
MARC
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| 020 | |a 1401302599 | ||
| 020 | |a 9781401302597 | ||
| 035 | |a (OCoLC)70046041 | ||
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| 082 | 0 | 0 | |a 808/.042 |2 22 |
| 092 | 0 | |a 808.042 LUNTZ | |
| 100 | 1 | |a Luntz, Frank I. | |
| 245 | 1 | 0 | |a Words that work : |b it's not what you say, it's what people hear / |c Frank Luntz. |
| 250 | |a 1st ed. | ||
| 260 | |a New York : |b Hyperion, |c c2007. | ||
| 300 | |a xxiii, 324 p. ; |c 25 cm. | ||
| 504 | |a Includes bibliographical references (p. [297]-301) and index. | ||
| 520 | |a 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. | ||
| 505 | 0 | |a 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. | |
| 650 | 0 | |a English language |x Rhetoric. | |
| 650 | 0 | |a Persuasion (Rhetoric) |x Political aspects. | |
| 650 | 0 | |a Mass media and language. | |
| 650 | 0 | |a Popular culture. | |
| 650 | 0 | |a Critical thinking. | |
| 650 | 0 | |a Communication in politics. | |
| 998 | |a 2007.01.29 | ||
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| 952 | f | f | |p Standard Circulation |a City of Spokane |b Spokane Public Library |c Branches |d South Hill |t 0 |e 808.042 LUNTZ |h Dewey Decimal classification |i Non-fiction |m 37413311597019 |