1. DESCRIPTION Definition The process of capturing images that relate to a person, place, or thing.

2. OBJECTIVE DESCRIPTION Informs readers by giving an actual account of facts Informs readers by giving an actual account of facts Gives readers pictures through words (images) Gives readers pictures through words (images) Examples: research papers, business and government reports and newspaper accounts Examples: research papers, business and government reports and newspaper accounts

3. SUBJECTIVE DESCRIPTION Creates impressions with senses and images Creates impressions with senses and images Paints scenes, creates moods, and generates emotion Paints scenes, creates moods, and generates emotion Accuracy is less important than feelings Accuracy is less important than feelings Example: The color, shape, ride, and memories of a car are more important than horsepower, price, and fuel efficiency. Example: The color, shape, ride, and memories of a car are more important than horsepower, price, and fuel efficiency.

4. PRECISE DESCRIPTION Use the correct word that you wish to convey Use the correct word that you wish to convey Consult a dictionary if you are unsure if a word is correct Consult a dictionary if you are unsure if a word is correct Example: infer vs. imply Example: infer vs. imply Definitions: infer – interpret; readers infer. Definitions: infer – interpret; readers infer. Imply – suggest; speakers imply. Imply – suggest; speakers imply.

5. CONCRETE WORDS Direct and understandable words that communicate information and make clear impressions Direct and understandable words that communicate information and make clear impressions Examples: residential rental unit (apartment) Examples: residential rental unit (apartment) modest suburban home – (three-bedroom colonial) modest suburban home – (three-bedroom colonial)

6. UNNECESSARY WORDS Avoid cluttering Avoid cluttering Use short, concise words Use short, concise words Examples: at this point in time – now Examples: at this point in time – now Consensus of opinion - consensus Consensus of opinion - consensus

7. DILUTED WORDS Avoid wordy phrases Avoid wordy phrases Use strong action words Use strong action words Diluted: conduct an analysis Diluted: conduct an analysis Improved: analyze Improved: analyze Diluted: render an examination of Diluted: render an examination of Improved: examine Improved: examine

8. CLICHES AND INFLATED LANGUAGE cliché – an overly used expression Example: “crack of dawn”; “busy as a bee, white as a sheet, work like a dog” inflated language– words that distort through exaggeration Example: disaster instead of a misunderstanding

9. DENOTATION Definition: the exact meaning of a word Examples: home, which denotes family, friends, and favorite possessions

10. CONNOTATION Words that express an opinion and influence readers Words that express an opinion and influence readers It is what comes to a person’s mind when a word is uttered. It is what comes to a person’s mind when a word is uttered. Example: graffiti Example: graffiti Explanation: Can be seen as a prank, art, or vandalism Explanation: Can be seen as a prank, art, or vandalism Connotations can be used to minimize or maximize Connotations can be used to minimize or maximize Connotations can raise ethical issues Connotations can raise ethical issues Accident and explosion show alarm, but event and disassembly are neutral Accident and explosion show alarm, but event and disassembly are neutral