... my job is to look for the words that trigger the emotion. ... We know that words and emotion together are the most powerful force known to mankind." Additionally in his 2007 interview on Fresh Air, Luntz discussed his use of the term "energy exploration" to refer to oil drilling. His research on the matter involved showing people a picture of current oil drilling and asking if in the picture it "looks like exploration or drilling." He said that 90 percent of the people he spoke to said it looked like exploring. "Therefore I'd argue that it is a more appropriate way to communicate." He went on to say, "if the public says after looking at the pictures, that doesn't look like my definition of drilling—it looks like my definition of exploring—then don't you think we should be calling it what people see it to be, rather than adding a political aspect to it all?" Terry Gross responded, "Should we be calling it what it actually is, as opposed to what somebody thinks it might be? The difference between exploration and actually getting out the oil—they're two different things, aren't they?" James L. Martin, chairman of the conservative 60 Plus Association, described Luntz's role as being that of pollster and popularizer of the phrase "death tax."Martin gained an important ally in GOP pollster Frank Luntz, whose polling revealed that 'death tax' sparked voter resentment in a way that 'inheritance tax' and 'estate tax' couldn't match. After all, who wouldn't be opposed to a 'tax on death'? Luntz shared his findings with Republicans and included the phrase in the GOP's Contract with America. Luntz went so far as to recommend in a memo to GOP lawmakers that they stage press conferences 'at your local mortuary' to dramatize the issue. 'I believe this backdrop will clearly resonate with your constituents,' he wrote. 'Death is something the American people understand.' Apparently, he's right. Spurred by Luntz, Republicans have employed the term 'death tax' so aggressively that it has entered the popular lexicon. Nonpartisan venues like newspapers and magazines have begun to use it in a neutral context—a coup for abolitionists like Martin. In a confidential memo to the Republican party, Luntz is credited with advising the Bush administration that the phrase "global warming" should be abandoned in favour of "climate change", which he called a "less frightening" phrase than the former. Publications