"From Words That Work" By Frank Luntz (3/5/17)

     In the piece, "From Words That Work," Frank Luntz explains how powerful the English language can be by showing how the substitution of a single word or phrase for another can completely change the original sentence or thought. Specifically, throughout the text, Luntz gives suggestions of words to "NEVER SAY" such as global economy, globalization, and capitalism and to "INSTEAD SAY" free market economy. Essentially due to the connotations of the word which may bring fear, distrust, or even credibility, certain words are chosen over others. To demonstrate, the term "globalization" represents something foreign, different, and far, thus, people tend to distrust it. For this reason, emphasizing "the value and benefits of a free market economy" would be more advantageous as it does not threat one's personal employment. The same is true with the principles of "capitalism" which would only serve as a reminder of the harsh economic competition where losing or winning is a fate. Meanwhile, the "free market economy" would provide an opportunity to all, allowing everyone to succeed. All in all, the English language can be manipulated through the use of different words or phases. Even if two words or phrases may mean the exact same thing and are basically just synonyms of each other, it is still very important to note their affect on people. Specifically, since certain words differ in their connotations or implications, this can change the whole meaning of the sentence, making it seem more acceptable or "friendly" to society. This is used extensively in politics as it is the voters that matter and therefore politicians would craft their sentences to what wants to be heard. This shows how some words simply work better than others due to how they are perceived.