Frank Luntz is famous for coining terms for Republican candidates like the “Death Tax.”
Luntz is a pollster and strategist, and he has recently pledged to help Stephen Colbert devise another ad for his Super Pac.
Luntz is also responsible for many of the GOP catch-phrases that have dominated national politics for more than a decade.
A strategy memo that he sends out to Republicans — titled The New American Lexicon — includes 14 words that Republicans should never use:
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.
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