There’s a lot of money with a lot of big law firms that have a tremendous amount at stake by getting the right language to convince the right jury that my client is either innocent or that the opposition is guilty. Frank Luntz Read Quote
In fact, in more cases than not, when we are rational, we’re actually unhappy. Emotion is good; passion is good. Being into what we’re into, provided that it’s a healthy pursuit, it’s a good thing. Frank Luntz Read Quote
We decide based on how people look; we decide based on how people sound; we decide based on how people are dressed. We decide based on their passion. Frank Luntz Read Quote
We as Americans assume that big companies are bad, and big power companies are even worse. Frank Luntz Read Quote
There’s a problem with political polling in that you have so much pressure to do what your client wants you to do and say what your client wants you to say. I’ve never felt that pressure. I am independent of the political parties. Frank Luntz Read Quote
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 Read Quote
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 Read Quote
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 Read Quote
The advantage of working for a corporation is that it has only one message, because a product or a service doesn’t speak; it’s just there, and you can advertise it. Frank Luntz Read Quote
