1. Using language
Ch.12

2. What separates these two viewpoints?
“The use of stem cells is immoral and scientifically irresponsible.”
“The use of stem cells is moral and scientifically responsible.”

3. What separates these two viewpoints?
Not the conditions of people with genetic disorders
Not the medical procedures of using stem cells
The difference is in the meaning given to them by the words that label them

4. You must choose the right words for the job you want to do
Good speakers are aware of the meaning of words
Their obvious meanings and
Their subtle meanings

5. Meanings of Words Words have two kinds of meanings: Denotative
The literal or dictionary meaning of a word or phrase
Connotative
The meaning suggested by the associations or emotions triggered by a word or phrase
“I always satisfied my boss.”
”I service all of my customers.”

6. Using Language Accurately

7. Using Language Accurately
What do I really want to say?
What do I really mean?

8. Using Language Clearly
You cannot assume that what is clear to you is clear to your audience.
You can use language more clearly by:
Using familiar words
"Fourscore and seven years ago our fathers brought forth on this continent a new nation, conceived in liberty and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation or any nation so conceived and so dedicated can long endure. We are met on a great battlefield of that war. We have come to dedicate a portion of that field as a final resting-place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this. But in a larger sense, we cannot dedicate, we cannot consecrate, we cannot hallow this ground. The brave men, living and dead who struggled here have consecrated it far above our poor power to add or detract. The world will little note nor long remember what we say here, but it can never forget what they did here. It is for us the living rather to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us--that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion--that we here highly resolve that these dead shall not have died in vain, that this nation under God shall have a new birth of freedom, and that government of the people, by the people, for the people shall not perish from the earth."

9. Using Language Clearly
Choose concrete words
Refers to tangible objects: people, places, and things
Carrot, pencil, nose, door
Instead of abstract words
Which refer to general concepts, qualities, and attributes
Humility, science, progress, philosophy
Eliminate clutter
before
Prior to if
In the eventuality of
now
At this point in time

10. Using Language Vividly
Move you audience with vivid, animated language
Imagery
The use of vivid language to create mental images of objects, actions, or ideas
Simile
An explicit comparison, introduced with the word “like” or “as,” between things that are essentially different yet have something in common.
He eats like a pig.
Metaphor
An implicit comparison, not using “like” or “as,” between two things that are essentially different yet have something in common.
He’s a pig.
Rhythm
The pattern of sound in a speech created by the choice and arrangement of words.

11. Using Language Appropriately
Appropriateness to the occasion
Appropriateness to the audience
Appropriateness to the topic
Appropriateness to the speaker

12. Inclusive Language
Language that does not stereotype, demean, or patronize people on the basis of gender, race, religion, disability, sexual orientation, or other factors
Avoid the generic “he”
Avoid the use of “man” when referring to both men and women
Avoid stereotyping jobs and social roles by gender
Use names that groups use to identify themselves