1. The author’s choice of words
Diction
The author’s choice of words

2. Goals Today, we will identify:
The definitions of connotative and denotative meaning
Several different modes of diction
The rhetorical impact of these considerations

3. Part 1: Meaning Words have two ways to communicate meaning: Denotation
the literal meaning of the word
Connotation
an association (emotional or otherwise) which the word evokes

4. Denotation
This is the strict definition or definitions that can be found in the dictionary.
Words are chosen for their denotative meaning to express ideas clearly and specifically.

5. Connotation
Words can have a positive, negative, or neutral connotation.
The connotation of a word can vary by culture, region and time period.
For example, both "woman" and "broad" have the denotation "adult female" in North American society, but "broad" has somewhat negative connotations, while "woman" is neutral.

6. Consider positive neutral negative
There are over 2,000 homeless in the city.
neutral
There are over 2,000 people with no fixed address in the city.
negative
There are over 2,000 vagrants in the city.

7. Part 2: Diction Choices
There is no single, correct diction in the English language; instead, you choose different words or phrases for different contexts:
You did something wrong
To a friend
"a screw-up"
To a child
"an oopsie"
To the police
"an accident"
To an employer
"an oversight"

8. Modes of Diction
Certain situations may call for one or more Modes of diction, each with strengths and weaknesses relative to context.
Some examples of modes:
Formal vs. Informal
Slang vs. Jargon
General vs. Specific
Latinate vs. Anglo-Saxon

9. Formal Diction
Consists of a dignified, impersonal, and elevated use of language; it is often characterized by complex words and lofty tone.
What are some situations in which you use formal diction?

10. Rhetorical Impact (for formal diction)
The emphasis on elevated vocabulary not only aids clear communication, but the time/control necessary to use this diction can convey the seriousness of the piece.

11. Informal Diction
The plain language of everyday use, it often includes idiomatic expressions, slang, contractions, and many simple, common words.
What are some situations in which you use informal diction?

12. Rhetorical Impact (for informal diction)
The more casual use of language can help an author connect with the audience, but the author may not be taken seriously.

13. Slang
Highly informal words and expressions that are not considered standard in the speaker's dialect or language.
Varies based on culture, region, or time period.
What slang terms do you use?

14. Consider Dude Cool Sucks Sweet (insert profanity here)
omg jk! u ok? <3 u! c u l8r! kthxbi!

15. Rhetorical Impact (for slang)
Correct use of slang can help the author identify with the audience by showing that he is knowledgeable about the audience’s culture.
However, as informal diction, it may make the author seem like he is not taking the subject seriously.

16. Jargon Terminology specific to a given field of expertise:
Computers: URL, RAM, byte
Science: mole, ohm, pH
Automotive Repair: carburetor, drive shaft, PSI
Cell Phone: emoticon, text, message
What jargon do you use on a daily basis?

17. Rhetorical Impact (for jargon)
Correct use of jargon can help the author identify with the audience by showing that he is knowledgeable about the subject at hand.
Unfortunately, those less familiar with the subject may not understand the jargon, and may be unable to understand some of the author’s points

18. General vs. Specific
General diction discusses broad groups, where specific diction discusses more focused examples
Consider:
people vs. students/Democrats/hobos
areas vs. cities/national parks/suburbs
pets vs. dogs/cats/gerbils
civil service jobs vs. police/firemen/etc…

19. Rhetorical Impact (general vs specific)
General terms can encompass a broad range of examples, maximizing the impact of a statement, but they can also seem vague or evasive.
Specific terms can give direct examples that the audience can consider more precisely, but the amount of detail they convey can trap an author discussing a more generic problem.

20. Latinate vs. Anglo-Saxon
Latinate words find their roots in the Latin language. They tend to be longer and more complex words.
Anglo-Saxon words find their roots in Germanic languages. They tend to be shorter and simpler words.

21. Consider Obfuscate vs. Hide Laudatory vs. Praising Laceration vs. Cut
Acrophobia vs. Fear of Heights

22. Rhetorical Impact (for Latinate)
Latinate words can make the author sound more articulate and knowledgeable, but the elevated tone can be off-putting to some audiences, and can seem like an affectation, or worse: pretension.
Why say “malefactor” when you can say “enemy”?
Why say “fortuitous” when you can say “lucky”?

23. Rhetorical Impact (for Anglo-Saxon)
Anglo-Saxon words are straightforward and easy for the audience to understand, but some of the meaning of Latinate words may be lost or replaced with wordy phrases.
A laceration is not just a wound, but specifically a cut.
Sartorial = that which has to do with clothes