Colbert Super PAC - "Corporations Are People" - Frank Luntz

SOUL AND CAN NEVER DIE.

(LAUGHTER)

NOW FOR HELP WITH THIS

MESSAGE I TURN TO FRIEND OF

THE SHOW FRANK LUNTZ, HE IS

THE CONSERVATIVE MESSAGING

GURU RESPONSIBLE FOR SUCH

CATCH-PHRASES AS CLIMATE

CHANGE FOR GLOBAL WARMING,

DEATH TAX FOR THE ESTATE TAX,

AND FIREMEN JOB CREATOR FOR

ARSONIST.

I SAT DOWN WITH LUNTZ IN THE

LUNTZ LAYER.

>> DR. LUNTZ, THANK YOU SO

MUCH FOR TALKING WITH ME

TODAY.

>> PLEASURE.

>> I WANT TO YOU HELP ME

MAKE THE IDEA THAT

CORPORATIONS ARE PEOPLE

APPEALING TO AMERICANS.

IS THAT POSSIBLE?

>> IT'S GOING TO BE A

CHALLENGE BUT I BELIEVE IT

CAN BE DONE.

>> WHAT ARE SOME EFFECTIVE

WAYS TO USE LANGUAGE TO LIE

TO PEOPLE.

>> DOW LIE TO PEOPLE.

>> WHAT'S THE RIGHT ANSWER.

>> YOU TELL ME.

>> WHAT WOULD PEOPLE WANT TO

HEAR.

>> DOW LIE TO PEOPLE, YES OR

NO, THE SIMPLE QUESTION.

>> I WANT TO GET THIS ANSWER

RIGHT, YES, SO WHAT IS THE

ANSWER, YES OR SO, DO YOU

LIE TO PEOPLE.

YOU TELL ME, IF YOU FOCUS

TESTED THAT ANSWER WHAT

WOULD PEOPLE WANT TO HEAR.

>> THEY WOULD HAVE ALREADY

SAID THIS MAN I'M NOT VOTING

FOR.

>> BUT YOU --

>> DOW LIE TO PEOPLE.

>> NO.

>> THAT'S THE CORRECT ANSWER

BUT WHY DO YOU GO NNN NO.

>> ASK ME AGAIN.

>> DOW LIE TO PEOPLE.

>> NO I DO NOT FRANK LUNTZ.

>> YOU LOOK ME STRAIGHT IN

THE EYE AND SAY NO.

DO I HAVE TO MEAN IT, YES.

COULD YOU TELL WHETHER I

DID.

>> I THOUGHT YOU MEANT IT

THERE.

DID YOU NOT?

>> YES, I DID.

IT IS TOO LONG TO ANSWER.

WHAT IS THE PAUSE.

>> A SECOND AGO NO WAS THE

ANSWER, I DIDN'T WANT TO

BLOW THIS UN.

>> YOU ARE A VERY CONFUSING

MAN.

>> THANK YOU.

>> AS A MESSAGING EXPERT

WHAT DO YOU THINK OF THE

COLBERT SUPERPAC SIGN.

>> MAKING A BETTER TOMORROW

TOMORROW.

>> WE DON'T WANT TO DO

SOMETHING TOMORROW.

WE WANT TO DO IT TODAY.

WE WANT TO DO IT NOW.

>> WE WANT TO FEEL LIKE

WE'RE GOING INTO THE FUTURE

TOMORROW.

>> THAT'S A BETTER TOMORROW

TODAY.

>> BUT IT'S NOT TODAY IT'S

TOMORROW.

>> BUT ARE YOU MAKING A

BETTER TOMORROW TODAY.

>> YOU CAN'T, THEN IT WOULD

BE MAKING A BETTER TODAY.

I WANT TO MAKE A BETTER

TOMORROW WHEN TOMORROW GETS

HERE.

>> YOU WANT US TO THINK

ABOUT THE FUTURE.

>> YES.

>> AND MAKE IT HAPPEN

SOONER.

>> LET'S MOVE ON.

WHAT IS THE FOCUS GROUP AND

HOW DO THEY WORK.

>> 25 PEOPLE, THEY REACT ON

A SECOND BY SECOND BASIS TO

VISUALS, TO WORDS, AND IT IS

THE MOST PRECISE METHODOLOGY

FOR UNDERSTANDING WHAT

COMMUNICATION WORKS AND WHAT

DOESN'T.

>> SO YOU FIND 25 PEOPLE WHO

ESSENTIALLY IN THIS CASE ARE

STANDING IN FOR AMERICA.

>> YES.

>> HOW ARE THESE PEOPLE

CHOSEN, BECAUSE I WANT TO

MAKE SURE WE'RE GETTING, YOU

KNOW, THE RIGHT PEOPLE.

>> WELL.

>> AMERICANS.

>> YES.

>> NOT, YOU KNOW, AMERICANS

OR YOU KNOW LIKE AMERICANS,

I WANT AMERICANS, YOU KNOW.

>> ARE YOU GOING TO GET ALL

OF THOSE VOICES THAT YOU

JUST SAID.

>> EVEN AMERICANS WITH.

>> THOSE TOO.

>> REALLY?

>> YES.

>> WOW.

CAN I ASK YOU A FAVOR.

WILL YOU WATCH AND LISTEN.

>> I WILL BE IN THERE WITH

YOU.

>> I WILL BE IN THE ROOM AND

YOU WILL BE BEHIND WATCHING

BUT I WANT --

>> BEHIND WHAT.

>> BEHIND A ONE WAY MIRROR

SO YOU HAVE TO LOOK AT MY

ASS I APOLOGISE.

>> NO, NO, IT'S LOVELY.

>> NO, IT'S PROBLEMATIC BUT

THAT'S ALL RIGHT.

>> IT'S NOT, IT'S NOT FRANK.

YOU HAVE A POOR BODY IMAGE.

>> YES.

>> AND I'M HERE TO TELL YOU

I'M TO THE GAY, YOU'RE NOT

GAY, BUT I TELL YOU IF I WAS,

GONE TO MY HEAD,

ABSOLUTE-- GUN TO MY HEAD,

ABSOLUTELY.

>> GUN TO MY HEAD, I DON'T

CARE.

>>

(LAUGHTER)

I OPENED UP TO YOU JUST NOW.

IT WAS UNCOMFORTABLE FOR ME

AND YOU SAID I DON'T CARE.

AND I WAS THREWING TO MAKE

YOU FEEL BETTER ABOUT THAT

CHOPPER PAD YOU CALL YOUR

ASS.

>> I ACCEPT YOUR APOLOGY.

>> YOU UTILIZE WHAT YOU CALL

DIAL TECHNOLOGY.

CAN WE TEST THAT OUT.

>> I COULD DIAL YOU RIGHT

NOW.

>> ALL RIGHT.

>> START AT 50.

YOU HAVE 30 SECONDS YOU CAN

SEE THE TIME RIGHT HERE.

AND I WANT TO YOU GET ME UP

TO AN 80.

>> LET'S DO IT.

>> FRANK.

>> SEE WHAT HAPPENED

ALREADY --

>> WHAT HAPPENED.

>> YOU TOOK TOO LONG.

>> I BREATHED.

IF YOU ARE PASSIONATE AND

YOU REALLY CARE-- NO, YOU

CAN'T TAKE WITH IT.

YOU WAITED SO LONG THAT I

NOW KNOW YOU'RE TRYING TO

MANIPULATE ME.

>> I WAS TRYING TO GATHER MY

THOUGHTS.

>> BUT IT TOOK TOO LONG.

YOUR THOUGHTS SHOULD BE

RIGHT THERE.

YOU SHOULD BE ABLE TO

COMMUNICATE SOMETHING IN 30

SECONDS.

I'M NOT ASKING FOR THE GETTY

GETTISBURG ADDRESS.

>> LET'S START AGAIN.

>> FRANK, I CAN'T DO THIS

WITHOUT YOU.

I NEED YOUR HELP.

AND ONE OF THE THINGS I LIKE

YOU TO TRY IS TO TURN YOUR

DIAL UP TO 80, TRY IT FOR 1

SECOND AND SEE WHAT HAPPENS.

TURN IT UP.

>> NO, YOU HAD ME UP TO 60

AND THEN YOU TELL ME TO DO

SOMETHING.

>> OKAY, I GOT IT.

THANK YOU SO MUCH FOR

JOINING ME TODAY.

I NEED YOUR HELP TO MAKE

AMERICA A BETTER PLACE.

BECAUSE THE AMERICAN PEOPLE

ARE THE ONES WHO WILL FIX

OUR PROBLEMS.

NOT THE POLITICIANS IN

WASHINGTON.

I WANT TO KNOW IF THE HOPES

YOU HAVE FOR YOUR CHILDREN,

THE HOPES YOU HAVE FOR YOUR

OWN FUTURE, 80.

>> 84, I WON.

>> YOU WON NOTHING.

>> YOU DON'T STOP AT 38 OR

84, YOU GO FOR 100, YOU GO

FOR PERFECTION.

>> LET'S DO FOCUS GROUPING,

LET'S GET THIS THING ON.

LET'S FIRE UP THE PROPAGANDA

MACHINE.

>> I WOULD HOPE THAT YOU ARE

NOT A PROPAGANDA MACHINE.

ARE YOU?

>> NO.

>> GOOD.

>> FOLKS, WE WILL CONTINUE

WITH FRANK LUNTZ WHEN WE

RETURN AFTER THESE MESSAGES

FROM WHAT