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George Lakoff, author of Moral Politics: What Conservatives Know and Liberals Don't and Don t Think of an Elephant: Know Your Values and Frame the Debate, dissects the conservative dialogue and provides explanations and examples on how they have spent the last 35 years perfecting their ideas and their language. Framed messages is a system and strategy that works. The key is to understand why it works. Also featuring Academy Award® Winner, Sean Penn.