---
product_id: 6659155
title: "The ALL NEW Don't Think of an Elephant!: Know Your Values and Frame the Debate"
price: "€ 30.27"
currency: EUR
in_stock: true
reviews_count: 10
url: https://www.desertcart.hr/products/6659155-the-all-new-dont-think-of-an-elephant-know-your
store_origin: HR
region: Croatia
---

# The ALL NEW Don't Think of an Elephant!: Know Your Values and Frame the Debate

**Price:** € 30.27
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- **What is this?** The ALL NEW Don't Think of an Elephant!: Know Your Values and Frame the Debate
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## Description

The ALL NEW Don't Think of an Elephant!: Know Your Values and Frame the Debate [Lakoff, George] on desertcart.com. *FREE* shipping on qualifying offers. The ALL NEW Don't Think of an Elephant!: Know Your Values and Frame the Debate

Review: Interesting discussion of conservative and progressive framing for arguments - This little book presents many reasons and practices that help one understand the political jargon and methods used to help us accept or reject policies and government actions. More than ever, this book is important and worth reading to learn how to find out what's under the rhetoric blasted to citizens during election campaigns. Learn to recognize "fake" when you see or hear it! And find out how simply changing the frame and the wording can make events and policies seem good or bad...e.g., when global warming becomes climate change, it's a lot less scary. And, Lakoff knows his linguistics on which the book is based.
Review: Great Delivery, interesting book - The Delivery was excellent, the company that shipped me the book was very fast and awesome. The Book itself: Quite intriguing on how the book itself "frames" it's own beliefs. The book takes conservative believes way out of context. Mis-applies James Dobson positions and creates it's own system out of a misunderstood position. But, again, the book is practicing what it preaches. The author is using his own framework to create a position that he believes is legitimate. So, well done there. I find it interesting how he calls the conservative beliefs strict and those strict self reliant beliefs lead to success, when most conservatives believe that immoral people are those who are with the most money at this point in history. Also, the author speaks of the liberal position as "progressive;" framing the idea that the liberal position is progressing in a positive light, when in reality, it's not.

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #64,110 in Books ( See Top 100 in Books ) #36 in Elections #129 in Political Conservatism & Liberalism #201 in Cognitive Psychology (Books) |
| Customer Reviews | 4.6 4.6 out of 5 stars (1,082) |
| Dimensions  | 5.4 x 0.5 x 8.36 inches |
| Edition  | 10th Anniversary |
| ISBN-10  | 160358594X |
| ISBN-13  | 978-1603585941 |
| Item Weight  | 2.31 pounds |
| Language  | English |
| Print length  | 192 pages |
| Publication date  | September 16, 2014 |
| Publisher  | Chelsea Green |

## Images

![The ALL NEW Don't Think of an Elephant!: Know Your Values and Frame the Debate - Image 1](https://m.media-amazon.com/images/I/71FMkaTbC4L.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ Interesting discussion of conservative and progressive framing for arguments
*by A***B on June 6, 2020*

This little book presents many reasons and practices that help one understand the political jargon and methods used to help us accept or reject policies and government actions. More than ever, this book is important and worth reading to learn how to find out what's under the rhetoric blasted to citizens during election campaigns. Learn to recognize "fake" when you see or hear it! And find out how simply changing the frame and the wording can make events and policies seem good or bad...e.g., when global warming becomes climate change, it's a lot less scary. And, Lakoff knows his linguistics on which the book is based.

### ⭐⭐⭐⭐⭐ Great Delivery, interesting book
*by W***R on July 21, 2020*

The Delivery was excellent, the company that shipped me the book was very fast and awesome. The Book itself: Quite intriguing on how the book itself "frames" it's own beliefs. The book takes conservative believes way out of context. Mis-applies James Dobson positions and creates it's own system out of a misunderstood position. But, again, the book is practicing what it preaches. The author is using his own framework to create a position that he believes is legitimate. So, well done there. I find it interesting how he calls the conservative beliefs strict and those strict self reliant beliefs lead to success, when most conservatives believe that immoral people are those who are with the most money at this point in history. Also, the author speaks of the liberal position as "progressive;" framing the idea that the liberal position is progressing in a positive light, when in reality, it's not.

### ⭐⭐⭐⭐ A Sharp Book with Clear Views — plus Rigid Frames and Blind Spots
*by J***U on September 30, 2025*

George Lakoff’s *Don’t Think of an Elephant* is one of those books that immediately sharpens your awareness. Once you read it, you’ll never look at political language the same way again. He shows, with clarity, how conservatives and progressives use different metaphors (“Strict Father” vs. “Nurturant Parent”), and why conservatives have been so effective at shaping public opinion with phrases like “tax relief” or “family values.” For that contribution alone, this book is worth reading. It gives language to the hidden power of framing and shows how words don’t just describe reality — they create it. That said, the more deeply I read, the more flaws and contradictions I noticed. Some are subtle, others glaring, and together they reveal the limitations of Lakoff’s framework. ### Where Lakoff Shines * He reveals how metaphors structure our thinking at a subconscious level. * He exposes the cleverness of conservative messaging and the struggles of progressives to keep up. * He pushes us to take language seriously, not as decoration but as the foundation of thought and politics. ### Where Lakoff Stumbles 1. **Rigid Binary Thinking** Lakoff reduces politics to two mutually exclusive family metaphors: Strict Father (conservative) vs. Nurturant Parent (progressive). But real life is more complex. Humans are multi-framed beings, switching between strictness and nurture depending on context. Reducing an entire ideology to one metaphor is as limiting as the frames he critiques. 2. **Frames as All-Encompassing** Lakoff claims we can’t think outside of frames, yet people constantly shift perspectives in an instant. Trauma, humor, art, or even a single slogan can flip someone’s worldview overnight. Frames are powerful, yes, but not absolute. 3. **The “Repetition” Fallacy** He insists slogans only work after years of repetition. But history shows otherwise: “Black Lives Matter,” “Me Too,” or “I Have a Dream” resonated almost instantly because they tapped into existing truths. Humans are multi-track; they don’t need decades of conditioning to recognize authenticity. 4. **Progressives Defined by Opposition** Lakoff urges progressives to “advance their own frame” rather than repeat conservatives’ — yet much of his book does exactly the opposite. He critiques conservative framing at length, while offering little in the way of a consistent, positive progressive frame. Ironically, this repeats conservative slogans more than it advances a new vision. 5. **The “Fact-Based” Superiority Claim** He insists progressives are rooted in facts while conservatives are stuck in rigid moral frames. But facts without resonance don’t persuade. Recent elections showed Democrats often attack Republicans but struggle to articulate inspiring alternatives. Frames grounded in compassion, dignity, and vision carry more weight than endless fact-checking. 6. **Selective Blindness** Lakoff argues conservatives dominate media, universities, and think tanks, but he writes from UC Berkeley — one of the most progressive universities in the country. Most mainstream media lean progressive. His claim ignores these realities and weakens his argument. ### The Bigger Lesson What *Don’t Think of an Elephant* reveals — unintentionally — is the danger of being trapped inside your own frame. Lakoff diagnoses the problem brilliantly but then succumbs to it himself. His insights are sharp, but his rigidity blinds him to counter-examples and alternative ways of thinking. A sustainable frame must be consistent **within and without**. It cannot just apply to “us” while excluding “them.” Otherwise, as we see with current events, a victim frame quickly flips into hypocrisy. True empowerment requires universality: compassion, dignity, and clarity for all. ### Final Word This book is an interesting read, but take it as a doorway, not the whole house. Lakoff shows us how frames divide, but he doesn’t show us how to transcend them. For that, you’ll need to look beyond strict/nurturant binaries and toward approaches that honor our full humanity — our emotions, boundaries, clarity, and choice. Read this book, but read it critically. It will sharpen your vision — and also teach you the danger of letting any single frame define your world.

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*Product available on Desertcart Croatia*
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*Last updated: 2026-02-25*