Frankly Luntz.

Instant gratification. That's what we're all used to. Text message. Answer! Text message. Answer! Click. Pictures, information, our interests, what we want, when we want it. Click.

They know this. This is what our world revolves around. Instant. Personal Gratification.

Clearly described in Luntz' Ten Rules of Effective Language is how American business and political propaganda is bridged to us in an effective manor. His rules is the system that govern corporations techniques to pierce though the thick competitive smog of media, entertainments, and fellow advertisements. Yet it can be toned down to the way we all communicate to each other while in argument or even just telling a story. Luntz isn't necessarily stating the obvious, he's organizing in such a way that all our light bulbs can go "bing" (maybe its a ding, don't quote me on that) and understand what businesses and even we are doing in communication from the time we start talking until the time we shut up.

The section of the essay that gave me my "bing" (ding) was early on in his references toward that last two presidential elections. "Simplicity counts." Not to say that America is dumb, which I'm sure a hand full of you would agree. It relates back to my early statement about instant gratification. People want to be able to instantly process what is being told to them and not have to research words, and decipher and decode what is on display. He explains that Al Gore and John Kerry both slipped up in this rule in that some of their speeches required a translation of terms in order to receive the correct gist of their argument. This is most likely a good reason as to why Bush had the upper hand and a greater connectedness to his voters. Despite the fact that sometimes he makes up his own words, people could find a defined line in his political stance because of his simplicity and explicitness.

The same goes for businesses. People want to know what they are looking at so they can make the decision if they need it or not. Instant Gratification. As he puts it, "What is this guy trying to sell me?" He states the more clear and simple an idea is presented the more creditability it will carry because people will fully grasp what they are witnessing and what is being thrown at them. People know what they want. There's always exceptions but I feel this is a good starting point.

In the words of Culture Beat's 1993 smash hit Mr. Vain, "I know what I want and I want it now."