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Fodder for rhetorical analysts on both sides of the aisle. Republican pollster Frank Lutz brings us Words That Work; also consider this classic from Democratic adviser George Lakoff and Mark Johnson, Metaphors We Live By.
Lutz offers 11 rules for effective communication, common sense for the most part. He repeatedly insists: "It's not what you say, it's what people hear." This is not unlike "you've got to be believed to be heard," the mantra of Bert Decker.
A book for people who love words ... or those who want to know how certain words are selected.
Lakof and Johnson demonstrate how we unconsciously use metaphor in our everyday language and thought. We extend our knowledge of the world around us and our experiences in order to understand new environments and experiences.
They detail the theory of communication as three linked metaphors: an idea is an object; the linguistic expression is a container; to communicate is to "send." And they deconstruct everyday phrases to demonstrate the importance of metaphor to understanding. Although published by an academic press, this is a book for the general public.
Buy these books!
Words That Work: It's Not What You Say, It's What People Hear,
In-Print Editions: Hardcover; Kindle Book; Audio -- CD, Abridged Audiobook
and Metaphors We Live By, University of Chicago Press.
In-Print Editions: hardcover and paper
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