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Frank Luntz
Frank Ian Luntz (born February 23, 1962) is a professor at West Point, American political and communications consultant and pollster. His work has included developing talking points and other messaging for Republican causes, assistance with messaging for Newt Gingrich's Contract with America, and public relations support for The Israel Project. He advocated use of vocabulary crafted to produce a desired effect, including use of the term death tax instead of estate tax, and climate change instead of global warming.
Luntz has historically frequently contributed to Fox News and CBS News (and since 2021 on CNN) as a commentator and analyst, as well as running focus groups during and after presidential debates on Fox News and CBS News. Luntz describes his specialty as "testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate." He is also an author of business books dealing with communication strategies and public opinion.
Luntz was born and grew up in West Hartford, Connecticut, the son of Phyllys (née Kelmenson) and Lester Luntz, who together wrote the first American forensic dentistry textbook. His family is Jewish. He graduated from Hall High School and earned a bachelor of arts degree in history and political science from the University of Pennsylvania. Funded by the Thouron Award, Luntz received a doctorate in politics from Trinity College, Oxford where he was a contemporary of future British Prime Minister Boris Johnson. Luntz's doctoral thesis formed the basis for his first book, Candidates, Consultants, and Campaigns: The Style and Substance of American Electioneering. published in 1988.
Luntz has appeared as a consultant or panel member on a number of television news shows, including The Colbert Report, Capital Gang, Good Morning America, Hannity, Hardball with Chris Matthews, Meet the Press, PBS NewsHour, Nightline, The O'Reilly Factor, Real Time with Bill Maher, and The Today Show. He has written op-eds for publications such as The Financial Times, The Los Angeles Times, The New York Times, The Wall Street Journal, and The Washington Post. In addition to his work in the United States, Luntz also provides analysis for British news programmes such as Newsnight.
He was an adjunct professor at the University of Pennsylvania from 1989 until 1996 and also taught at George Washington University and Harvard University as well as New York University Abu Dhabi campus for January terms.
Luntz has experienced multiple strokes, which he has openly discussed in several interviews. The first occurred on January 10, 2020, followed by a second on April 17, 2023. He has stated that he believes that stress over not forcefully speaking out enough against the 45th and 47th president Donald Trump is responsible for the life-threatening health consequences he has endured.
Luntz frequently tests word and phrase choices using focus groups and interviews. His stated purpose in this is the goal of causing audiences to react based on emotion:
"80 percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. ... If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak."
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Frank Luntz
Frank Ian Luntz (born February 23, 1962) is a professor at West Point, American political and communications consultant and pollster. His work has included developing talking points and other messaging for Republican causes, assistance with messaging for Newt Gingrich's Contract with America, and public relations support for The Israel Project. He advocated use of vocabulary crafted to produce a desired effect, including use of the term death tax instead of estate tax, and climate change instead of global warming.
Luntz has historically frequently contributed to Fox News and CBS News (and since 2021 on CNN) as a commentator and analyst, as well as running focus groups during and after presidential debates on Fox News and CBS News. Luntz describes his specialty as "testing language and finding words that will help his clients sell their product or turn public opinion on an issue or a candidate." He is also an author of business books dealing with communication strategies and public opinion.
Luntz was born and grew up in West Hartford, Connecticut, the son of Phyllys (née Kelmenson) and Lester Luntz, who together wrote the first American forensic dentistry textbook. His family is Jewish. He graduated from Hall High School and earned a bachelor of arts degree in history and political science from the University of Pennsylvania. Funded by the Thouron Award, Luntz received a doctorate in politics from Trinity College, Oxford where he was a contemporary of future British Prime Minister Boris Johnson. Luntz's doctoral thesis formed the basis for his first book, Candidates, Consultants, and Campaigns: The Style and Substance of American Electioneering. published in 1988.
Luntz has appeared as a consultant or panel member on a number of television news shows, including The Colbert Report, Capital Gang, Good Morning America, Hannity, Hardball with Chris Matthews, Meet the Press, PBS NewsHour, Nightline, The O'Reilly Factor, Real Time with Bill Maher, and The Today Show. He has written op-eds for publications such as The Financial Times, The Los Angeles Times, The New York Times, The Wall Street Journal, and The Washington Post. In addition to his work in the United States, Luntz also provides analysis for British news programmes such as Newsnight.
He was an adjunct professor at the University of Pennsylvania from 1989 until 1996 and also taught at George Washington University and Harvard University as well as New York University Abu Dhabi campus for January terms.
Luntz has experienced multiple strokes, which he has openly discussed in several interviews. The first occurred on January 10, 2020, followed by a second on April 17, 2023. He has stated that he believes that stress over not forcefully speaking out enough against the 45th and 47th president Donald Trump is responsible for the life-threatening health consequences he has endured.
Luntz frequently tests word and phrase choices using focus groups and interviews. His stated purpose in this is the goal of causing audiences to react based on emotion:
"80 percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. ... If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak."