Leveraging Language

The 2004 documentary "The Persuaders” examines how changes in marketing practices influence U.S. culture and politics. This segment profiles Frank Luntz, a corporate consultant, pollster and political consultant to Republicans whose specialty is testing language and finding words to help his clients sell their product or turn public opinion. In this interview, he explains what it takes to communicate a message effectively, shares some of the advice he gives clients, and explains why his testing and field research seek words that move people to act emotionally.
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NOTE: No copyright infringement is intended, nor will revenue be earned through this video. It is intended for educational purposes and to share knowledge with marketing students.