MARC Record from marc_columbia

LEADER: 04567cam a2200817 i 4500
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020 $a1401302599
020 $a9781401302597
020 $a9781401303082$q(pbk.)
020 $a1401303080$q(pbk.)
020 $a9781401309299
020 $a1401309291
035 $a(OCoLC)ocm70046041
035 $a(OCoLC)70046041$z(OCoLC)977733731
035 $a(NNC)6032394
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050 00 $aPE1431$b.L87 2007
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088 $a2006043737
100 1 $aLuntz, Frank I.,$eauthor.$4http://id.loc.gov/vocabulary/relators/aut$0http://id.loc.gov/authorities/names/n88063943
245 10 $aWords that work :$bit's not what you say, it's what people hear /$cFrank Luntz.
250 $a1st ed.
260 $aNew York :$bHyperion,$c[2007], ©2007.
300 $axxiii, 324 pages ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
520 $aCommunications 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.
504 $aIncludes bibliographical references (pages 297-301) and index.
505 0 $aThe 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 $aEnglish language$zUnited States$xRhetoric.$0http://id.loc.gov/authorities/subjects/sh2008102739
650 0 $aPersuasion (Rhetoric)$xPolitical aspects.
650 0 $aMass media and language.$0http://id.loc.gov/authorities/subjects/sh85081882
650 0 $aPopular culture$zUnited States.$0http://id.loc.gov/authorities/subjects/sh85140482
650 0 $aCritical thinking.$0http://id.loc.gov/authorities/subjects/sh87003202
650 0 $aCommunication in politics.$0http://id.loc.gov/authorities/subjects/sh85029088
650 7 $aCommunication in politics.$2fast$0(OCoLC)fst00870243
650 7 $aCritical thinking.$2fast$0(OCoLC)fst00883692
650 7 $aEnglish language$xRhetoric.$2fast$0(OCoLC)fst00911581
650 7 $aMass media and language.$2fast$0(OCoLC)fst01011351
650 7 $aPersuasion (Rhetoric)$xPolitical aspects.$2fast$0(OCoLC)fst01058899
650 7 $aPopular culture.$2fast$0(OCoLC)fst01071344
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
653 0 $aCommunication in politics
653 0 $aCritical thinking
653 0 $aEnglish language$aUnited States$aRhetoric
653 0 $aMass media and language
653 0 $aPersuasion (Rhetoric)$aPolitical aspects
653 0 $aPopular culture$aUnited States
655 4 $aNonfiction.
776 08 $iOnline version:$aLuntz, Frank I.$tWords that work.$b1st ed.$dNew York : Hyperion, ©2007$w(OCoLC)607909284
776 08 $iOnline version:$aLuntz, Frank I.$tWords that work.$b1st ed.$dNew York : Hyperion, ©2007$w(OCoLC)608420256
856 42 $3Contributor biographical information$uhttp://catdir.loc.gov/catdir/enhancements/fy1309/2006043737-b.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy1204/2006043737-d.html
852 00 $bleh$hPE1431$i.L87 2007
852 00 $boff,bus$hPE1431$i.L87 2007
852 00 $bmil$hPE1431$i.L87 2007