This is a reading response to part of the Luntz reading. I read rules 3 and 4 and felt that they both made a lot of good points. Rule 3 ephasized the importance of not flip-flopping on an issue and I completely agree. A lot of politicians and speakers in general can lose credibility quickly when they flip flop on something. It’s one thing when you feel strongly on one issue, find out more information, and then change because you realize your views were wrong and it’s another thing when you change your mind because the opposing side seems more popular. For example, Hillary Clinton has flip-flopped on the issue of sending troops to Iraq. If she would’ve stated that she gained more information and insight and then changed her mind then she would’ve maintained her credibility but she didn’t. Rule 4 on repetition was also interesting and was good at pointing out the importance of using forms of speech that grab people’s attention and then pounding that message in. Statements like “I’m lovin’ it” or “eatin’ good in the neighborhood” instantly bring up images of McDonald’s and Applebees. The tricky part of doing this in speech as opposed to advertising is you’re in front of the people you’re trying to send your message to and you’ll probably have only once chance to use it effectively. The idea is to use it so it doesn’t become monotonous but memorable and in speech I think you really have to analyze what you’re saying before you say it and make sure that it's something people can either put some thought into or be catchy.