"Fascinating insights into why progressives lose good causes and how they can start winning again. You will never listen to a political speech the same way after reading this book."--Tina Brown, Host of CNBC's Topic A with Tina Brown

Publishers Weekly-
Lakoff, a cognitive scientist and linguist at Berkeley, believes he knows why conservatives have been so successful in recent years and how progressives like himself can beat them at their own game. This slim book presents a simple, accessible overview of his theory of "moral politics" and a call to action for Democrats mourning November’s election results. Lakoff’s persuasive argument focuses on two ideas: what he calls "framing," and the opposition of liberals’ and conservatives’ concepts of the family. Conservatives, he says, have easily framed tax cuts as "tax relief" because of widespread, preexisting views of taxes as burdensome, and liberals have had little success conveying the idea that taxes are a social responsibility. In Lakoff’s view, conservatives adhere to a "strict father" model of family, in contrast to liberals’ "nurturant parent" view, and he sees this difference as the key to understanding most of the two sides’ clashes. His writing is clear and succinct, and he illuminates his theories through easy-to-follow examples from current politics. Although the book has been updated since the election, many of its sections were originally written long beforehand, so some comments are outdated (at one point Lakoff wonders, for example, whether George Bush’s support of the gay marriage amendment will help him keep the White House). However, the process of regaining power may be a long one for Democrats, and Lakoff’s insights into how to deal with conservatives and appeal to the general public are bound to light a fire under many progressives.

—Arianna Huffington, syndicated columnist and author of Fanatics & Fools: the Game Plan For Winning Back America

"It's not enough that we have reason on our side. We also have to use words and images powerful enough to persuade others. Lakoff offers crucial lessons in how to counter right-wing demagoguery. Essential reading in this neo-Orwellian age of Bush-speak."

—Robert Reich, Maurice Hexter Professor of Social and Economic Policy, Brandeis University, and author of Reason: Why Liberals Will Win the Battle for America

"Don't let anyone tell you that the words don't make a difference; they can evoke the best and the worst in us. Read this book and be part of transforming our political dialogue to support our highest ideals and speak to the hearts of Americans."

—Wes Boyd and Joan Blades, MoveOn.org

"Don’t Think of an Elephant! is a work of genius. As George Lakoff explains how the right has framed the notion of the political center, he presents both the most original and the most practical analysis of United States politics in many years."

—George Akerlof, University of California, Berkeley, and Nobel Prize winner in Economics

"Progressives have a lot to learn about persuading swing voters to our cause, and there's no better teacher than George Lakoff. This readable text couldn't be more timely; it should be read widely and put to work before November!"

—Daniel Ellsberg

"Are you tired of explaining to reporters why they shouldn't call Bush's clear-cut extravaganza ‘healthy forests’? Does it bother you that the power plants upwind from your community will keep on poisoning you with mercury in the name of ‘clear skies’? Do you wonder what ‘family value’ is advanced by shifting the cost of cleaning up toxic waste from polluters to victims?

"If you want to take back our country, you have to take back your community. If you want to take back your community, you need to take back the debate. This book, and the video that go with it, are your essential tools. What the Bush Administration has done for obfuscation, George Lakoff's work does for clarification."

—Carl Pope, Sierra Club

"George Lakoff’s Don’t Think of an Elephant! is a wonderful example of what happens when you combine a linguist’s ear for the subtleties of language with an understanding of the complexities of modern politics and a commitment to progressive ideals. Whether you think of yourself as a liberal, a progressive, or simply someone with an interest in how political language works, this is a must-read."

—Geoffrey Nunberg, Stanford University

"I learned a lot from Lakoff. You will too."

—George Soros

"This is a pocket manifesto for those who still wonder how a small group of rich, powerful oligarchs tied together the shoelaces of the progressive movement. Read it once, and know why we are losing. Read it twice, and we can restore sanity to the world."

-Paul Hawken

George Lakoff is the country’s leading expert on the framing of political discourse and one of the world’s most renowned linguists and cognitive scientists. He is the author of numerous books on politics–including Don’t Think of an Elephant!, The Political Mind, Moral Politics, Thinking Points, The Little Blue Book (with Elisabeth Wehling), and Whose Freedom?–as well as numerous books on language and the mind.
 
Lakoff has consulted with the leaders of hundreds of advocacy groups on framing issues, lectured to large audiences across the country, run dozens of workshops for activists, spoken regularly on radio talk shows and TV shows, addressed the policy retreats and the caucuses for both the Senate and the House Democrats, consulted with progressive pollsters and advertising agencies, and been interviewed at length in the public media, and he continues to do extensive research on the framing of public discourse.

Currently Distinguished Professor of Cognitive Science and Linguistics at the University of California at Berkeley, Lakoff is a founder of the fields of cognitive science and cognitive linguistics, has previously taught at Harvard and the University of Michigan, and was a fellow at the Center for Advanced Study in the Behavioral Sciences at Stanford. For more than two decades, he was codirector of the Neural Theory of Language Project at the International Computer Science Institute at Berkeley. He also spent more than a decade as senior fellow at the Rockridge Institute, a nonpartisan think tank, and has served on the international advisory board of Prime Minister Zapatero of Spain, on the science board of the Santa Fe Institute, as president of the International Cognitive Linguistics Association, and on the governing board of the Cognitive Science Society. He has lectured at major universities in dozens of countries around the world. His current technical research is on the theory of how the neural circuitry of the brain gives rise to thought and language.

His blogs appear regularly on his website, www.georgelakoff.com, and at The Huffington Post, Truthout, Alternet, Common Dreams, and Daily Kos.

Howard Dean—physician and former chairman of the Democratic National Committee (DNC)—served six terms as Governor of Vermont before running for the Democratic Party's presidential nomination in the 2004 election. Dean also founded Democracy for America (DFA), the grassroots organization that organizes community activists, trains campaign staff, and endorses progressive candidates. While he was Vermont's governor, the state expanded its universal healthcare program to cover nearly every child under age 18—and also lowered its public debt, balanced its budget, and reduced taxes.