Frank Luntz

Frank Ian Luntz (born February 23, 1962) is an American political and communications consultant and pollster. He is best known for developing talking points and messaging for Republican causes, including Newt Gingrich's Contract with America and pro-Israel policies in the Israeli-Palestinian conflict. Luntz is recognized for his advocacy of using carefully crafted vocabulary to achieve desired effects, such as the use of 'death tax' instead of 'estate tax' and 'climate change' instead of 'global warming.' He has made regular appearances as a commentator and analyst on Fox News, CBS News, and CNN. Luntz specializes in testing language to shape public opinion and has authored several business books on communication.