Communications expert Luntz offers a behind-the-scenes look at how the tactical use of words and phrases affects what we buy, who we vote for, and even what we believe in. Luntz has used his knowledge of words to help more than two dozen Fortune 500 companies grow. He tells us why Rupert Murdoch's six-billion-dollar decision to buy DirectTV was smart because "satellite" was more cutting edge than "digital cable," and why pharmaceutical companies transitioned their message from "treatment" to "prevention" and "wellness." If you ever wanted to learn how to talk your way out of a traffic ticket or talk your way into a raise, this book is for you.--From publisher description.

A visually dynamic homage to the paperback. In 1968, John Leonard, then editor of The New York Times Book Review , listed the many merits of mass-market paperbacks: "They can be stuffed in purses, left in buses, dropped in toilets, used as coasters, eaten and thrown away. Their covers can be ripped off! Their spines can be broken! To buy a paperback today is to buy the means of revenging oneself on Western culture." Fast-forward forty years. Leonard’s affectionately flippant assessment may need to be revised as the explosion of digital media threatens the livelihood of the printed word. More than an act of revenge on Western culture, to buy a paperback may be a means of preserving one of its more charismatic—and socially, politically, and aesthetically influential—species. Breathless Homicidal Slime Mutants celebrates the mass-market paperback and gives it its due. A vibrant tour that starts with books from the late nineteenth century up to today, examining the most popular genres—mystery, romance, Westerns, how-to, cooking, and diet, and highbrow literature packaged for the broader audience—it focuses on the history of the art and design of the format and how it is inseparable from the history of American literacy, tastes, and mores of the twentieth century.

Do "The Simpsons" represent a leap forward in media consciousness? Do Sega video games andchannel-surfing offer new strategies for coping in a world fraught with unpredictability? Canraves, snowboarding, or online chatting teach us something about adapting to cultural change?Douglas Rushkoff, "one of the great thinkers and writers of our time" (Timothy Leary) says yes, yes, and yes.