1. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.

2. Literal, dictionary meaning of word or phrase

3. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Meaning suggested by associations or emotions triggered by word or phrase

4. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Guidelines: Use language accurately Use language clearly Use language vividly Use language appropriately

5. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Creating mental images of objects, actions, ideas

6. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. References to general concepts, qualities, attributes

7. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. References to tangible objects

8. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Physical activity Sports Basketball Professional basketball Kobe Bryant Abstract Concrete

9. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

10. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Comparison introduced with “like” or “as”

11. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Air pollution is eating away at the monuments in Washington, D.C., like a giant Alka-Seltzer tablet.”

12. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Comparison not introduced with “like” or “as”

13. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “America’s cities are the windows through which the world looks at American society.”

14. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Pattern of sound created by choice, arrangement of words

15. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

16. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Similar arrangement of pair or series of related words, phrases, sentences

17. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Rich and poor, intelligent and ignorant, wise and foolish, virtuous and vicious, man and woman—it is ever the same, each soul must depend wholly on itself.”

18. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Reiterating same word or set of words Located at beginning or end of successive clauses, sentences

19. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “If not now, when? If not us, who? If not together, how?”

20. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Repeating initial consonant in close or adjoining words

21. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Nothing great is accomplished without cooperation, compromise, and common cause.”

22. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Juxtaposition of ideas, usually in parallel structure

23. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. “Ask not what your country can do for you; ask what you can do for your country.”

24. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. (click above to play)

25. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Occasion Audience Topic Speaker

26. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Does not stereotype, demean on basis of gender, race, religion, disability, sexual orientation, etc.

27. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Avoid generic “he” Avoid “man” when referring to men & women

28. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Avoid stereotyping jobs, social roles by gender Use names groups use to identify themselves

29. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Ineffective:Each time a surgeon walks into the operating room, he risks being sued for malpractice.

30. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. More Effective:Each time a surgeon walks into the operating room, he or she risks being sued for malpractice.

31. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Ineffective:If a large comet struck the Earth, it could destroy all of mankind.

32. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. More Effective:If a large comet struck the Earth, it could destroy all human life.

33. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Ineffective:Being a small businessman in the current economic climate is not easy.

34. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. More Effective:Being a small businessperson in the current economic climate is not easy.

35. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. Ineffective:The Paralympics show what handicapped people can accomplish in the athletic arena.

36. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved. More Effective:The Paralympics show what people with disabilities can accomplish in the athletic arena.

37. The McGraw-Hill Companies ∙ The Art of Public Speaking, 11th Edition © 2012 Stephen E. Lucas. All rights reserved.