Frank Luntz

Frank Ian Luntz (born February 23, 1962) is an American political and communications consultant and pollster, 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.''

Luntz has frequently contributed to Fox News as a commentator and analyst, as well as running focus groups during and after presidential debates on CBS News. Luntz describes his specialty as "testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate." He is also an author of business books dealing with communication strategies and public opinion.

Early life and education

Luntz was born and grew up in West Hartford, Connecticut, the son of Phyllys (née Kelmenson) and Lester Luntz, who together wrote the first American forensic dentistry textbook. His family is Jewish. He graduated from Hall High School, earned a bachelor of arts degree in history and political science from the University of Pennsylvania, and received a doctorate in politics from Trinity College, Oxford where he was a contemporary of future British Prime Minister Boris Johnson. Luntz's doctoral thesis formed the basis for his first book, ''Candidates, Consultants, and Campaigns: The Style and Substance of American Electioneering''. published in 1988.

Luntz's studies at Oxford were funded by The Thouron Award, a scholarship established in 1960 by Sir John R.H. Thouron, K.B.E., and Esther du Pont Thouron to strengthen the "special relationship" between the United States and the United Kingdom through educational exchange between British universities and the University of Pennsylvania to foster the sort of relationship that Luntz had with Boris Johnson (as Luntz counseled Johnson regarding his election as President of the Oxford Union debate society). Since its founding in 1960, the Thouron Award has sponsored programs of graduate study for more than 650 fellows, known as Thouron Scholars.

Career

Luntz has appeared as a consultant or panel member on a number of television news shows, including ''The Colbert Report'', ''Capital Gang'', '' Good Morning America'', ''Hannity'', ''Hardball with Chris Matthews'', ''Meet the Press'', ''PBS NewsHour'', '' Nightline'', ''The O'Reilly Factor'', ''Real Time with Bill Maher'', and ''The Today Show''. He has written op-eds for publications such as ''The Financial Times'', ''The Los Angeles Times'', ''The New York Times'', ''The Wall Street Journal'', and ''The Washington Post''. In addition to his work in the United States, Luntz also provides analysis for British news programmes such as Newsnight.

He was an adjunct professor at the University of Pennsylvania from 1989 until 1996 and also taught at George Washington University and Harvard University.

On January 10, 2020, Luntz suffered a stroke, a matter he freely discussed in interviews afterwards. He recovered, and continued his public analysis and media appearances.

Use of language

Luntz frequently tests word and phrase choices using focus groups and interviews. His stated purpose in this is the goal of causing audiences to react based on emotion. "80 percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. ... If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak."

In an article in ''The New Yorker'' Luntz is quoted as saying,

The way my words are created is by taking the words of others.... I've moderated an average of a hundred plus focus groups a year over five years... I show them language that I've created. Then I leave a line for them to create language for me.

In a 2007 interview on ''Fresh Air'' with Terry Gross, Luntz redefined the term "Orwellian" in a "positive" sense, saying that if one reads George Orwell's essay on language, "To be 'Orwellian' is to speak with absolute clarity, to be succinct, to explain what the event is, to talk about what triggers something happening… and to do so without any pejorative whatsoever." Luntz believes that Orwell would not have approved of many of the uses to which his pseudonym is applied by quoting Orwell's essay "Politics and the English Language", where Luntz focuses on how Orwell derides the use of cliché and dying metaphors.''Fresh Air'' with Terry Gross
"Frank Luntz Explains 'Words That Work'"
January 9, 2007. Retrieved June 28, 2007.

Luntz's description of his job revolves around exploiting the emotional content of language. "It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional. ... my job is to look for the words that trigger the emotion. ... We know that words and emotion together are the most powerful force known to mankind."

Additionally in his 2007 interview on ''Fresh Air'', Luntz discussed his use of the term "energy exploration" to refer to oil drilling. His research on the matter involved showing people a picture of current oil drilling and asking if in the picture it "looks like exploration or drilling." He said that 90 percent of the people he spoke to said it looked like exploring. "Therefore I'd argue that it is a more appropriate way to communicate." He went on to say, "if the public says after looking at the pictures, that doesn't look like my definition of drilling—it looks like my definition of exploring—then don't you think we should be calling it what people see it to be, rather than adding a political aspect to it all?" Terry Gross responded, "Should we be calling it what it actually is, as opposed to what somebody thinks it might be? The difference between exploration and actually getting out the oil—they're two different things, aren't they?"

James L. Martin, chairman of the conservative 60 Plus Association, described Luntz's role as being that of pollster and popularizer of the phrase "death tax."

Martin gained an important ally in GOP pollster Frank Luntz, whose polling revealed that 'death tax' sparked voter resentment in a way that 'inheritance tax' and 'estate tax' couldn't match. After all, who wouldn't be opposed to a 'tax on death'? Luntz shared his findings with Republicans and included the phrase in the GOP's Contract with America. Luntz went so far as to recommend in a memo to GOP lawmakers that they stage press conferences 'at your local mortuary' to dramatize the issue. 'I believe this backdrop will clearly resonate with your constituents,' he wrote. 'Death is something the American people understand.' Apparently, he's right. Spurred by Luntz, Republicans have employed the term 'death tax' so aggressively that it has entered the popular lexicon. Nonpartisan venues like newspapers and magazines have begun to use it in a neutral context—a coup for abolitionists like Martin. Joshua Greenbr>"Meet Mr. Death"
, ''The American Prospect'', May 20, 2001

In a confidential memo to the Republican party, Oliver Burkeman
Memo exposes Bush's new green strategy"
''The Guardian,'' March 3, 2003. Retrieved May 31, 2017. Luntz is credited with advising the Bush administration that the phrase "global warming" should be abandoned in favour of "climate change", which he called a "less frightening" phrase than the former.

Publications

Luntz is the author of the 2007 ''New York Times'' Best Seller, "Words That Work: It's Not What You Say, It's What People Hear." His second book, "What Americans Really Want ... Really: The Truth About Our Hopes, Dreams and Fears," climbed to #6 on the New York Times Business Best Sellers list. In March 2011, Luntz released his book,"Win: The Key Principles to Take Your Business From Ordinary to Extraordinary".

Work and views

U.S. politics, 1990s

Luntz was Pat Buchanan's pollster during the 1992 U.S. Republican presidential primary, and later that year served as Ross Perot's pollster in the general election.

Luntz also served as Newt Gingrich's pollster in the mid-1990s for the Contract with America. During that time, he helped Gingrich produce a GOPAC memo that encouraged Republicans to "speak like Newt" by describing Democrats and Democratic policies using words such as "corrupt," "devour," "greed," "hypocrisy," "liberal," "sick," and "traitors."

In 1993 and 1997 Luntz served as pollster and strategist for the successful mayoral campaigns of Rudolph Giuliani in New York City.

Israel and the Palestinians

In December 2008 to January 2009, Luntz wrote a report titled
The Israel Project's 2009 Global Language Dictionary
that has been used by the Israeli government to defend Israeli policy in the Israeli–Palestinian conflict. The report, commissioned by The Israel Project, advised media spokespeople to use specific language that Luntz believed would create a more favorable impression of Israel in the United States and the rest of the international community. For example, when discussing the contours of a two-state solution, the report advised describing Palestinian negotiating points as "demands" because Americans dislike people who make "demands." The report was marked "not for distribution or publication", but it was leaked to ''Newsweek'' shortly after it was written.

Global warming

Although Luntz later tried to distance himself from the Bush administration policy, it was his idea that administration communications reframe ''global warming'' as ''climate change'' since "climate change" was thought to sound less severe. The term "climate change" was not altogether new, as in 1956, the physicist Gilbert Plass published a seminal study called "The Carbon Dioxide Theory of Climatic Change", and in 1978 the journal ''Climatic Change'' debuted. Luntz has since said that he is not responsible for what the Bush administration did after that time. Though he now believes humans have contributed to global warming, he maintains that the science was in fact incomplete, and his recommendation sound, at the time he made it.

In a 2002 memo to President George W. Bush titled "The Environment: A Cleaner, Safer, Healthier America", obtained by the Environmental Working Group, Luntz wrote: "The scientific debate is closing gainst us... but not yet closed. There is still a window of opportunity to challenge the science. ... Voters believe that there is no consensus about global warming within the scientific community. Should the public come to believe that the scientific issues are settled, their views about global warming will change accordingly. Therefore, you need to continue to make the lack of scientific certainty a primary issue in the debate, and defer to scientists and other experts in the field."

In 2010, Luntz announced new research that shows the American people are eager for Congress to act on climate legislation that would promote US energy independence and a healthier environment. "Americans want their leaders to act on climate change—but not necessarily for the reasons you think," Luntz said. "A clear majority of Americans believe climate change is happening. This is true of McCain voters and Obama voters alike. And even those that don't still believe it is essential for America to pursue policies that promote energy independence and a cleaner, healthier environment." In reference to recent political events, Luntz added: "People are much more interested in seeing solutions than watching yet another partisan political argument."

On July 25, 2019, Luntz spoke in front of the United States House Select Committee on the Climate Crisis where he shared his advice to people pushing for action on the climate crisis. Furthermore, he stated that "I'm here before you to say that I was wrong in 2001", "That was a lifetime ago", and "I've changed." He promised to help the Democrats on the climate committee, provided that they put "policies ahead of politics" and commit to nonpartisan solutions. He had his change of heart after a wildfire, the Skirball Fire, threatened and forced him to evacuate his home in 2017.

2005 UK Conservative leadership election

In 2005, Luntz conducted a focus group broadcast on the Conservative leadership race on the BBC
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