The ability of a presidential candidate to capture and hold an audience with an opening sound bite, to hold their attention with brief policy details and then close with an applause line is critical in a presidential campaign. So says pollster and political consultant Frank Luntz who joins David Lazarus to examine the rhetorical high and lows of this election cycle. Luntz's book is "Words That Work: It's Not What You Say, It's What People Hear."
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