http://www.sourcewatch.org/index.php?title=Frank_LuntzLuntz is the wordsmith who coined the term "death tax" to replace the vague notion of an estate tax. In his world, vouchers are better known as "opportunity scholarships" and offshore oil drilling is better expressed as "deep-sea energy exploration." And he's the man who once advised the Bush administration to emphasize the "lack of scientific certainty" in the global warming debate.
Financial regulatory reformIn January, 2010, Luntz distributed a memo to Republicans with advice on language to use to kill financial; reform legislation before Congress.<2> In the memo Luntz urged opponents of reform to say the legislation is filled with bank bailouts, lobbyist loopholes, and additional layers of complicated government bureaucracy.<3>
"If there is one thing we can all agree on, it's that the bad decisions and harmful policies by Washington bureaucrats that in many ways led to the economic crash must never be repeated," Luntz wrote. "This is your critical advantage. Washington's incompetence is the common ground on which you can build support."
Luntz continued: "Ordinarily, calling for a new government program 'to protect consumers' would be extraordinary popular. But these are not ordinary times. The American people are not just saying 'no.' They are saying 'hell no' to more government agencies, more bureaucrats, and more legislation crafted by special interests."
Health care legislationLuntz wrote a May, 2009 memo, THE LANGUAGE OF HEALTHCARE 2009<4>, to Republicans describing how to use language to kill President Obama's health care reform legislation that was before the Congress. The memo advised Republicans to:
(1) Humanize your approach.
(2) Acknowledge the “crisis” or suffer the consequences.
(3) “Time” is the government healthcare killer.
(4) The arguments against the Democrats’ healthcare plan must center around “politicians,” “bureaucrats,” and “Washington” … not the free market, tax incentives, or competition.
(5) The healthcare denial horror stories from Canada & Co. do resonate, but you have to humanize them.
(6) Healthcare quality = “getting the treatment you need, when you need it.”
7) “One-size-does-NOT-fit-all.”
(8) WASTE, FRAUD, and ABUSE are your best targets for how to bring down costs.
(9) Americans will expect the government to look out for those who truly can’t afford healthcare.
(10) It’s not enough to just say what you’re against. You have to tell them what you’re for.
Notice #3 under health care..."Time is the government health care killer." Interesting that all the Pukesters want to scrap the whole thing and start over.