Dial TechnologyDial Technologyby Frank Luntzby Frank Luntz

Jeff McNeillCom 459Lyn Jang

Dial Technology by Frank luntz

Frank Luntz is a researcher who tests messages, marketing and polling on what best works to "sell" GOP policies to the unwary

, he crafted many of the Republican Party's messages, using focus groups

to test words and phrases that evoke a strong emotional response.

Is the Immediate, specific and anonymous method to help Clients sell their product or turn public

Opinion on an issues or a candidates

Ingredients

-Focus group-Room (viewing room)

--software, device-Monitor, video

-Sheet of words (testing words)-Project

Procedure (5 steps)

1. Give a sheet of words to the focus groupThen

Get response

Favorable (output) or not On words( input)

2. Counting hands Finding highest level of favorability on words

Go to next page

3words they find

1. Responsibility

2. Accountability

2. Reliability

3. Watching video- get response towards wordsFirst, give them devices

Second, give instruction how to use itThird, playing video, then,

Get feedback

4. Watching people while they are watching video

-See and find who nonverbal and emotional -are correlated

-To use word about the issue

5. Not just words but finding metaphor Then,

Create a speech which use words that are most favorable to people

Eureka moment

watching the responses of these people to the power

company's ideas

the eureka moment,- when Frank Luntz watched people nod

their heads, he watched them look to each other,

Note, tips and variation

-Different techniques with politics versus corporations

: using same focus groups, same dial technology and

Same quantitative date

But

How they are applied is different

-In the business of language, it is required to have a heart, emotion,

-and willingness to become what you are studying.

-words can sometimes be used to confuse, but it's up to

the practitioners of the study of language to apply them

for good and not for evil.

It is just like fire. Fire can heat your house or burn it down