This is oldish. You may want to Google Elephant and Lakoff to see what he's been up to recently. You could also link to his analysis of the Republican Convention, which you can find by searching under 'Lakoff' here: http://newscenter.berkeley.edu/.
Thanks, PW. I read his analysis of the GOP convention : pretty interesting too. It's just too bad that Lakoff and Bill Maher seem to be the only two guys who get it. My friend characterized this situation by drawing an analogy to the key strategy in the game of Go : "domination without occupation". Republicans have succeeded in occupying Joe Swing Voter's mindshare with issues framed on their terms. Here's another somewhat interesting analysis: