Words that work : it's not what you say, it's what people hear
Frank I. Luntz (Author)
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
XXIII, 324 str. ; 25 cm
9781401302597, 9781401303082, 1401302599, 1401303080
456293046
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