Here's TNR's Noam Scheiber adding to the long list of what's wrong with using George Lakoff as a message guru. The simple fact is that he doesn't really know what he's talking about:
Yet, by and large, once he strayed from the broader point about the role of values, Lakoff's advice in these situations was naive. An aide to Nancy Pelosi told me, for example, that Lakoff advised Democratic House members last December to oppose Social Security privatization by emphasizing the biblical obligation to honor one's parents. On one level, it made sense to appeal to values rather than to focus on the benefit cuts that privatization would entail, which could etch the image of tax-and-spend liberalism further into voters' minds. The problem was the specific values Lakoff chose to highlight. Pollster Guy Molyneux has conducted extensive survey research on attitudes toward entitlement spending. He says that, when it comes to values, voters respond much better to arguments based on fairness--for example, that they earned their Social Security benefits by working hard and paying into the system all their lives--than to arguments based on obligations to fellow citizens. That's why, even though Social Security acts largely as a social insurance program, FDR designed it to look like a private insurance plan, in which your benefits reflect your contributions.
Likewise, on the dividend tax cut, the point Lakoff emphasized most strongly to Democrats was the importance of not calling the proposal "tax relief." "They just bought into the [frame] of the other side," he harrumphs, still incredulous. "I said, 'The alternative is taxation as some sort of investment.'" But the "tax relief" metaphor resonates not simply because Republicans have successfully framed taxes as a punitive burden. It resonates because Americans have always had a deep suspicion of the government's power to tax, dating back to the founding of the republic. "Not using the phrase doesn't make people like taxes," says one former Senate aide, who rolled his eyes at Lakoff's prescriptions. "People have never liked taxes." Lakoff responds by suggesting that U.S. history supports more than one interpretation. For every tax rebellion, there is another example of citizens working together for the common good--the barn-raising of frontier lore. But this argument doesn't explain why tax rates in the United States have historically been so much lower than in, say, Scandinavia.
Other Lakoff recommendations have been even more off-base. A second Senate aide points to another Lakoff presentation last year. During the question-and-answer session that followed, the senators began pressing Lakoff for a single turn of phrase that would capture all the values reflected in the party's many positions. Lakoff hesitated a moment, then suggested, "Come home, America." The aide's jaw dropped. "I sort of said, 'What? Come home, America? That was the theme of the McGovern campaign in 1972. I don't think that's going to work.'" (Lakoff doesn't recall the specific phrase, but says it would have been only one of several he suggested in the course of the discussion.)