The Republican pollster, consultant and wordsmith Frank Luntz sure knows how to tweak a phrase.

In 1994 he helped coin the term "Contract with America" for Congressional Republicans, and since then he's cleverly crafted conservative catchphrases for maximum appeal. It was Luntz, for instance, who advised Republicans that their efforts to abolish the inheritance tax would gain more support if they called it the "death tax."

In his recent book, "Words That ...

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