[Barack] Obama has a grasp of language and the presentation of language, particularly in times of crisis. And he did this over the race issue. He did this early on in his administration, when the country was polarized. That was unprecedented.
Frank LuntzThe Old Spice ads - women love it. The guys find it annoying. It always causes a great conversation. And it makes it more fun. You know, we've been testing those visuals to see what attracts attention.
Frank LuntzThe public wants to know why or why not. They don't want to know how you're going to do it.
Frank LuntzThe second most important attribute of winners, after understanding the human dimension, is knowing what questions to ask, the rhetorical nature.
Frank LuntzWhat matters most in politics is personality. It's not issues; it's not image. It's who you are and what you represent.
Frank LuntzAnything that causes you to doubt, to raise either objections or just concerns about it - and they always put the information right at the bottom of the screen so you can't really read it - every time you see a company do that, the ad becomes less effective. The communication becomes less effective.
Frank Luntz