The Today Show. He has written op-eds for publications such as The Financial Times, The Los Angeles Times, The New York Times, The Wall Street Journal, and The Washington Post. In addition to his work in the United States, Luntz also provides analysis for British news programmes such as Newsnight. He was an adjunct professor at the University of Pennsylvania from 1989 until 1996 and also taught at George Washington University and Harvard University. On January 10, 2020, Luntz suffered a stroke, a matter he freely discussed in interviews afterwards. He recovered, and continued his public analysis and media appearances. Use of language Luntz frequently tests word and phrase choices using focus groups and interviews. His stated purpose in this is the goal of causing audiences to react based on emotion. "80 percent of our life is emotion, and only 20 percent is intellect. I am much more interested in how you feel than how you think. ... If I respond to you quietly, the viewer at home is going to have a different reaction than if I respond to you with emotion and with passion and I wave my arms around. Somebody like this is an intellectual; somebody like this is a freak." In an article in The New Yorker Luntz is quoted as saying,The way my words are created is by taking the words of others.... I've moderated an average of a hundred plus focus groups a year over five years... I show them language that I've created. Then I leave a line for them to create language for me. In a 2007 interview on Fresh Air with Terry Gross, Luntz redefined the term "Orwellian" in a "positive" sense, saying that if one reads George Orwell's essay on language, "To be 'Orwellian' is to speak with absolute clarity, to be succinct, to explain what the event is, to talk about what triggers something happening… and to do so without any pejorative whatsoever." Luntz believes that Orwell would not have approved of many of the uses to which his pseudonym is applied by quoting Orwell's essay "Politics and the English Language", where Luntz focuses on how Orwell derides the use of cliché and dying metaphors. Luntz's description of his job revolves around exploiting the emotional content of language. "It's all emotion. But there's nothing wrong with emotion. When we are in love, we are not rational; we are emotional.