Pollster, Republican Political Consultant, and president and CEO of Luntz Research Companies.

          He is an expert at the politics of Orwell.  Note his ability to manipulate the people’s opinions through nothing more than the words he tells politicians to use.

          His latest release is a 160 page briefing book on how the Republicans should be framing the arguments to selectively deceive the American people and appeal in turn to our best and worst qualities.

          Without further ado, Frank Luntz’s commentary on how stupid we all are, and how easy it is to deceive us using nothing more than DoubleSpeak:

              Sometimes it is not what you say that matters but what you don’t say. Other times a single word or phrase
          can undermine or destroy the credibility of a paragraph or entire presentation. This memo was originally
          prepared exclusively for Congressional spouses because they are your eyes and ears, a one-person reality
          check and truth squad combined. However, by popular demand, I have included and expanded that document
          because effectively communicating the New American Lexicon requires you to STOP saying words and phrases
          that undermine your ability to educate the American people.
          So from today forward, YOU are the language police. From today forward, these are the words never to say
          again.

          1. NEVER SAY Government

              INSTEAD SAY: Washington
          The fact is, most Americans appreciate their local government that picks up their trash, cleans their streets,
          and provides police and transportation services. Washington is the problem. Remind voters again and again
          about Washington spending, Washington waste, Washington taxation, Washington bureaucracy, Washington
          rules and Washington regulations. Then remind voters that if Washington created this mess, it is
          Washington’s responsibility to fix it. “If we expect to succeed, we must look to ourselves and not to
          Washington to raise our kids, start our businesses and improve our day-to-day lives.” If you must talk about
          government, use the context defined by President Bush: “Government should help people improve their lives,
          not try to run their lives.”

          2. NEVER SAY Privatization/Private Accounts

              INSTEAD SAY: Personalization/Personal Accounts
          Many more Americans would “personalize” Social Security than “privatize” it. In fact, two-thirds of America
          wants to personalize Social Security while only one-third should privatize it. Why? Personalizing Social Security
          suggests ownership and control over your retirement savings, while privatizing it suggests a profit motive and
          winners and losers. BANISH PRIVATIZATION FROM YOUR LEXICON.(Emphasis mine, caps lock theirs)

          3. NEVER SAY Tax Reform

              INSTEAD SAY: Tax Simplification
          While a majority of Americans are generally in favor of tax reform, one-third of the population fears that
          they would end up paying more in taxes if the tax code was in fact reformed. However, almost all Americans
          believe they would personally benefit from a tax code that was simplified—in terms of money they owe, time
          they spend and anxiety about the IRS. When more Americans fear the IRS than root- canal surgery, something
          should be done to simplify the tax code.

          4. NEVER SAY Inheritance/Estate Tax

              INSTEAD SAY: The Death Tax
          While a sizable 68% of America thinks the Inheritance/Estate Tax is unfair, fully 78%think that the Death Tax
          is unfair. And while a narrow majority would repeal the inheritance/estate tax, an overwhelming majority would
          repeal the death tax. If you want to kill the estate tax, call it a death tax.

          5. NEVER SAY A Global Economy/Globalization/Capitalism

              INSTEAD SAY: Free Market Economy
          More Americans are afraid of the principle of globalization than even privatization. The reason? Globalization
          represents something big, something distant and something foreign. It’s the same reason why Americans like
          their local government but dislike Washington—the closer you are, the more control you have. So instead of
          talking about the principles of globalization, instead emphasize “the value and benefits of a free market
          economy.” Similarly, capitalism reminds people of harsh economic competition that yields losers as well as
          winners. Conversely, the free market economy provides opportunity to all and allows everyone to succeed.

          6. NEVER SAY Outsourcing

              INSTEAD SAY: Taxation, Regulation, Litigation Innovation, Education
          When you use the words of your opposition, you are basically accepting their definition and therefore their
          conclusion. We should NEVER use the word outsourcing because we will then be asked to defend or end the
          practice of allowing companies to ship American jobs overseas. Rather, we should talk about the “root cause”
          why any company would not want to hire “the best workers in the world.” And the answer: “over-taxation,
          over-regulation, too much litigation, and not enough innovation or quality education.” Because it rhymes, it will
          be remembered.

          7. NEVER SAY Undocumented Workers

              INSTEAD SAY: Illegal Aliens
          The Dems have adopted the phrase “undocumented worker” but you shouldn’t. Call them exactly what they
          are. In fact, instead of addressing “immigration reform,” which polarizes Americans, you should be talking
          about “border security” issues. Securing our borders and our people has universal support.

          8. NEVER SAY Foreign Trade

              INSTEAD SAY: International Trade
          For many reasons unrelated to this issue, the word “foreign” conjures up negative images. Americans simply
          don’t like “foreign oil,” or “foreign products” or “foreign nationals.” International is a more positive concept
          than either foreign or global.

          9. NEVER SAY Drilling for oil

               INSTEAD SAY: Exploring for energy
          It’s the picture people paint in their minds, the difference between an old-fashioned oil rig that gushes up
          black goop vs. 21st century technology and innovation that provides us the ability to heat our homes and
          drive our cars. When you talk about energy, use words like “responsible” and “balanced” and always address
          your concern for the environment.

          10. NEVER SAY Tort Reform

                INSTEAD SAY: Lawsuit Abuse Reform
          The term “tort” has very little meaning to the average American, and at best reminds one of a French
          pastry. “Lawsuit Abuse” is something most Americans understand and resent. If you really want to make
          your case, add the word “frivolous.”

          11. NEVER SAY Trial Lawyer

              INSTEAD SAY: Personal Injury Lawyer
          It is hard to distrust a trial lawyer because we see them portrayed so favorably on L.A. Law and Law & Order.
          But personal injury lawyers, also known as ambulance chasers, remind people of those annoying, harassing
          commercials we see at 1:00 a.m. cajoling us to sue someone. If you want to get the full bang for the buck, call
          them “predatory personal injury lawyers.”

          12. NEVER SAY Corporate Transparency

                INSTEAD SAY: Corporate Accountability
          I constantly hear the need for “transparency” coming from members of the financial services industry as well
          as members of Congress. But if you asked the American people, corporate accountability is a much higher
          priority. The fact is, a majority of Americans can’t even explain what transparency actually means. But
          everyone understands and demands accountability from all sectors of the economy … and the government.

          13. NEVER SAY School Choice

                INSTEAD SAY: Parental Choice/Equal Opportunity in Education
          Americans are still evenly split over whether they support “school choice” in America’s schools. But they are
          heavily in favor of “giving parents the right to choose the schools that are right for their children,” an there
          is almost universal support for “equal opportunity in education.” So frame the issue right and you get the
          support you need.

          14. NEVER SAY Health care “Choice”

                INSTEAD SAY: “The Right to Choose”
          This is an important nuance so often lost on political officials. Almost all Americans want “the right to choose
          the health care plan, hospital, doctor and prescription drug plan that is best for them,” but far fewer
          Americans actually want to make that choice. In fact, the older you get, the less eager you are to have a wide
          range of choices. One reason why the prescription drug card earned only qualified public support was that it
          offered too many choices and therefore created too much confusion for too many senior citizens.

                And just like that, my dear friends, an entire nation of sheep is shepherded through the gates of hell on Bush’s Ark of the Covenant with Big Business.