Don't Think of an Elephant
Know Your Values and Frame the Debate

Donít Think of an Elephant! is the definitive handbook for understanding what happened in the 2004 US election and communicating effectively about key issues facing America today. Author George Lakoff has become a key advisor to the Democratic party, helping them develop their message and frame the political debate.
In this book Lakoff explains how conservatives think, and how to counter their arguments. His years of research and work with environmental and political leaders have been distilled into this essential guide, which shows progressives how to think in terms of values instead of programmes, and why people vote for their values and identities, often against their best interests.
Donít Think of An Elephant! is the antidote to the last forty years of conservative strategizing and the right wingís stranglehold on political dialogue in the United States

Foreword by Howard Dean
Introduction by Don Hazen
Preface: Reframing Is Social Change
Part I: Theory and Application
Framing 101: How to Take Back Public Discourse
Enter the Terminator!
Whatís in a Word? Plenty, if Itís Marriage
Metaphors of Terror
Metaphors That Kill
Betrayal of Trust: Beyond Lying
Part II: From Theory to Action
What the Right Wants
What Unites Progressives
FAQ
How to Respond to Conservatives

Foreword by Howard Dean
Introduction by Don Hazen
Preface: Reframing Is Social Change
Part I: Theory and Application
Framing 101: How to Take Back Public Discourse
Enter the Terminator!
Whatís in a Word? Plenty, if Itís Marriage
Metaphors of Terror
Metaphors That Kill
Betrayal of Trust: Beyond Lying
Part II: From Theory to Action
What the Right Wants
What Unites Progressives
FAQ
How to Respond to Conservatives

George Lakoff

George Lakoff is a Professor of Cognitive Science and Linguistics at the University of California, Berkeley, and is a founding senior fellow at the Rockridge Institute. He is one of the worldís best-known linguists. Since the mid-1980s he has been applying cognitive linguistics to the study of politics, especially the framing of public political debate. He is the author of the influential book, Moral Politics: How Liberals and Conservatives Think (2nd edition, 2002).