How to Speak Like a Real Republican

Why say "spending," when "investment" yields a more positive vibe? Frank Luntz, the Republican pollster and focus-group guru, warns in his new book, Words That Work: It's Not What You Say, It's What People Hear, that locution can decide elections. The G.O.P. proved it in November. "Linguistically, they got sloppy," he writes. Luntz successfully promoted "death tax" for "estate tax," "climate change" for "global warming" and "scholarships" for "vouchers." Here, he gives TIME five stinkers '08 hopefuls should avoid. [This article contains a table. Please see hardcopy of magazine.]

BAD WORDS WHY Listening So much for the listening tours that...

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