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Climate Progress » Blog Archive » Memo to Gore: Don’t call coal ‘clean’ seven times in your ad
Al Gore and a bunch of enviro groups have launched the “Reality” Coalition to tell the public there is no such thing as clean coal.
Their inaugural ad violates a central rule of messaging, rhetoric, and psychology: Don’t keep repeating a strong word the other side is trying to push.That is not just a basic tenet of the 25-century old art of persuasion, but a well-demonstrated principle of modern psychology
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