In his lecture at the Forum Club, Frank Luntz, the GOP pollster/wordsmith, says Republicans must learn to empathize with the ordinary voter (“Pollster to GOP: Start by listening.”) However, it is clear from his lecture that he is telling the GOP that, rather than empathize, his message is to employ words that obscure or cover up their true meaning.
He says use the term “business leader” instead of “CEO.” Is this because many CEOs now receive 300-plus times the salary of average workers? Not a positive picture for your average voter. He says he wants to help the GOP communicate when actually he wants to help it deceive. For instance, use the term “economic freedom” instead of “capitalism,” because capitalism begets “Wall Street, you hear greed, you hear profits.”
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