Luntz Language for 2008
|Hillary Clinton||Mission/Finally||Bill Clinton|
|Barack Obama||Hope/Opportunity||Barack Obama|
|John Edwards||The Forgotten/Left Behind||Lower 9th Ward|
|Joe Biden||A Plan||The Plan|
|John McCain||Reform/Accountability||The Federal Budget|
|Rudy Giuliani||Results/Success||Times Square/42nd Street|
|Mitt Romney||Competence/Good Governance||Olympic Symbol|
|Newt Gingrich||Solutions/Ideas||Contract with America|
|All Candidates:||"Say what you mean and mean what you say."||Working/Doing|
|"A leader in times of crisis."||Action|
Hillary Clinton: "She needs to show more empathy for the people she wants to represent. Voters think she's too cold and calculating."
Barack Obama: "Out with the sound-bites and in with the stories. He's a natural, but if he starts sounding like a politician, he'll sink like a stone."
John Edwards: "Edwards is the best on his feet of any candidate because of his courtroom training, but it's rehearsed spontaneity. The American people are not a jury."
Joe Biden: "Showcase his intellect, not his rhetoric. Short bursts of solutions are more effective than the longer soliloquies."
John McCain: "He needs to articulate 'The McCain Doctrine' now that people think he has one. 'Reform' applies to national security, not just federal spending."
Rudy Giuliani: "Times Square and 42nd Street is just as important as 9/11. Everyone knows why he became America's Mayor. They need to be reminded that he was also America's Top Cop."
Mitt Romney: "His career outside politics should be the source of his anecdotes. Competence didn't sell in 1988, but there's a market for it in 2008."
Newt Gingrich: "Participate in every possible candidate debate and forum. The most intellectual and visionary of all the candidates, when he talks about the future, you can almost taste it."