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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

clean coal al gore reality coalition