How do you sell the American public on the idea that Israel has the right to maintain or even expand Jewish settlements in the West Bank? Be positive. Turn the issue away from settlements and toward peace. Invoke ethnic cleansing. Those are three of the recommendations made by Frank Luntz, a political consultant and pollster, in an internal study he wrote for the Washington-based group The Israel Project (TIP) on effective ways to talk to Americans about the conflict between Israelis and Palestinians. The 117-page book, titled The Israel Project’s 2009 Global Language Dictionary, was commissioned by the nonprofit group, which aims to promote Israel’s side of the story.