'Brainwashing has to do with physical control, capturing people and giving them messages over and over under conditions of physical deprivation or torture. What conservatives have done is not brainwashing in this way. They've done something that's perfectly legal. What they've done is find ways to set their frames into words over many years and have them repeated over and over again and have everybody say it the same way and get their journalists to repeat them, until they became part of normal English.''

Lakoff rebelled against his mentor, Noam Chomsky, the most celebrated linguist of the century. The technical basis of their argument, which for a time cleaved the linguistics world in two, remains well beyond the intellectual reach of anyone who actually had fun in college, but it was a personal and nasty disagreement, and it basically went like this: Chomsky said that linguists should concern themselves with discovering the universal rules of syntax, which form the basis for language. Lakoff, on the other hand, theorized that language was inherently linked to the workings of the mind -- to ''conceptual structures,'' as a linguist would put it -- and that to understand language, you first had to study the way that each individual's worldview and ideas informed his thought process.

Don't Think of an Elephant!'' is now in its eighth printing, having sold nearly 200,000 copies, first through liberal word of mouth and the blogosphere and then through reviews and the lecture circuit. (On the eve of last fall's election, I came across a Democratic volunteer in Ohio who was handing out a boxful of copies to her friends.) Lakoff has emerged as one of the country's most coveted speakers among liberal groups, up there with Howard Dean, who, as it happens, wrote the foreword to ''Don't Think of an Elephant!'' Lakoff has a DVD titled ''How Democrats and Progressives Can Win: Solutions From George Lakoff,'' and he recently set up his own consulting company.

The Gang of 14 and how they utilized the 'framing' and NRP concepts that have been so successful in driving the Republican agenda