Admittedly, I saw several others as well.
http://www.berkeley.edu/news/media/releases/2004/08/25_lakoff.shtml-sinp-
Linguistics professor George Lakoff dissects the "war on terror" and other conservative catchphrases
By Bonnie Azab Powell, NewsCenter | 26 August 2004
BERKELEY – With the Democratic National Convention over and the Republican one beginning next week, it seemed a good time to check in with George Lakoff, the UC Berkeley professor of cognitive linguistics whose scrutiny of the language of politics has begun to bring him national recognition. The author of the seminal book "Moral Politics: How Liberals and Conservatives Think," Lakoff's specialty is dissecting "framing," or the ways in which conservatives and liberals position issues to fit their respective moral worldviews. (For more on framing, read this excerpt from the NewsCenter's October 2003 interview with Lakoff.) He grasps how Republicans use language more effectively than Democrats, and what Democrats can do about it.
When we last talked to Lakoff, he had just embarked on a one-year sabbatical from UC Berkeley to work on three books, none of them about politics. He got sidetracked. Presidential candidate Howard Dean made "Moral Politics" required reading for his campaign staff, more than 200 advocacy groups called for Lakoff's advice, the Democratic senators invited him twice to their policy retreats, and he began getting calls from progressive groups around the country. The Rockridge Institute, the progressive think tank he cofounded with seven other UC professors to reframe public debate, began buzzing with activity. In response to demand, Lakoff set aside his linguistic research for intense — and in many ways more challenging — study of the application of linguistics and cognitive science to politics.
In the last couple of months he has written a short book, "Don't Think of an Elephant: Know Your Values and Frame the Debate," which will be marketed at first over the Internet with the help of a host of advocacy groups. Billed as the "essential guide for progressives," the book is praised by such members of the liberal pantheon as Dean, the founders of MoveOn.org, the Sierra Club's Carl Pope, and billionaire political activist George Soros. The $10 paperback can be ordered from the publisher, Chelsea Green, and from Amazon.com; it will be published around September 8.
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I still haven't gotten a copy of his book but, as a fellow anthropologist, I really should give it a read soon.