Frank Luntz Quotes
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.
Luntz, Frank. Interview by Douglas Rushkoff. The Persuaders, PBS Frontline, 9 Nov. 2004.
Frank Ian Luntz is an American political and communications consultant, pollster and pundit, best known for developing talking points and other messaging for Republican causes. His work has included assistance with messaging for Newt Gingrich's Contract with America, and public relations support for pro-Israel policies in the Israeli–Palestinian conflict. He advocated use of vocabulary crafted to produce a desired effect; including use of the term death tax instead of estate tax, and climate change instead of global warming.