Frank Luntz (b. 1962)
American political consultant and pollster, commentator and analyst.
- Advised the Bush Government to communicate Global Warming as Climate Change (though later distanced himself from Bush’s environmental policies).
- Has run focus groups for American, Irish, UK and Australian elections
- His work focuses on finding the right words to spark an emotional response in those reading or hearing them in order to sell product or turn public opinion.
“…my job is to look for the words that trigger the emotion.”
Frank’s advice to his 16 year old self:
“Stop arguing with every friend and every teacher about everything political…. It killed your social life in high school and it’s going to kill it in college.”