1. Chapter 12 Achieving Style Through Language

2. What is Style? Deliberate, purposeful Audience dependent Can set someone apart or link them in a particular group

6. Style & Language Word choices completely change the nature of a message Link between language and ethos o e.g. use of profanity

7. Style in a Speech Not always positive Style is not just ornamentation added to content

8. Oral vs. Written Style “Your term paper will not succeed as a speech and your speech will not succeed as a term paper” Things to consider: o Simplicity o Repetition o Informality o Reflexivity o Potential for clutter Performative, conversational, or blend?

9. Defining Terms (appropriately) Replacing common meaning with technical meaning o e.g. “rhetoric” Defining by similarities or differences Operational definitions

10. Denotation & Connotation Denotation o The referent for a given word – similar to dictionary definition Connotation o Feelings or emotional responses associated with a given word

11. Achieving Style Clarity o concrete words, word economy, active voice Rhythm o repetition, antithesis Vividness o Description, stories