1. Chap 13 Effective Language
Written word vs spoken word
-written gives you time to consider, with time comes understanding . Written has an advantage.
STILL 90% of all communication is spoken
The average person has a vocabulary of 10,000 words.
Accuracy of language- using words that say exactly what you mean

2. Continue chap 13
Concrete words- name things that we can perceive through sight, hearing, touch, taste, and smell (baseball, car, radio)
Abstract words- names for qualities, attributes, concepts (sports, transportation, media)
Denotation- the basic meaning of the word. Easily found in the dictionary.
Connotation- meaning of the word that goes beyond the dictionary definition. The meaning we associate with the word.
Imagery- language that creates pictures in our minds and excites our senses
Metaphor- figure of speech, NOT using the word ‘like’ or ‘as’ that compares two usually unrelated things
Simile- compares two usually unrelated things USING ‘like’ or ‘as’
Allusion- reference to a well known person, place, thing or idea
Antithesis=- balances or contrasts a term against its opposite (young-veteran, old-youth)

3. Continue chap 13 Oxymoron- places opposite terms side by side.
Irony- implies the opposite of what seems to be said on the surface.
Exaggeration Imagery
Exaggerate- make something greater than it actually is
Hyperbole- make more of something , overstatement
Understatement- makes less of something
Personification- giving human characteristics to nonhuman things

4. Continue chap 13 Music with words
Alliteration- repetition of the initial sound of two or more words that are close together.
“Parents provide their children with the power to succeed.”
Assonance- the repetition of vowel sounds
Consonance- the repetition of consonant sounds
Repeating words or group of words
Parallel Structure
Parallelism- using the same grammatical form to express ideas that should, logically, be treated equally. Usually involves repetition of words or phrases.
We can not dedicate, we can not consecrate, we can not hallow this ground
I have a dream that one day….

5. Language to AVOID
Jargon/slang- non standard words that may also be associated with certain groups, often considered unintelligible to most of the general public
ex: ‘Merica, irritainment
Sexist language- unfairly groups women or men into stereotyped categories.
ex: THEY are not as strong or are not strong enough leaders to hold those positions, mankind, fatherland, spokesman, congressman, manhours
Shocking or obscene language- any language that offends by going against common standards of decency, any derogatory term
ex: “Hello Morons”