1. Foundation Words Vocabulary Study

2. Rhetoric the technique of using language effectively the art of using
language/speech
* to persuade,
* to influence,
* or to please

3. Literal
Conforming or limited to the simplest, nonfigurative, or most obvious meaning of the word.
“It is what it is”
A literal description of this picture is …
A tree

4. Figurative Based on or making use of figures of speech; metaphorical.
Used, for example, in similes, metaphors, hyperboles, and symbolism.
A figurative description of this picture is …
the tree was bumpy and gnarled like the hands of an old crone. 

5. Objective
Uninfluenced by emotions or personal prejudices. Based on observable phenomena; presented factually.
Ex. A jury, blind taste testing.

6. Subjective
Proceeding from or taking place within a person’s mind such as to be unaffected by the outside world. Particular to a given person.

7. Context
The part of a text or statement that surrounds a particular word or passage and determines its meaning.
The circumstances in which an event occurs.

8. Context Clues
The river was full of noxious materials such as cleaning agents from factories and pesticides from the nearby farms.
This third grade was full of precocious children. One child had learned to read at two and another could do algebra at age 6.
When going to an office party you should show your best decorum; for example, dress your best, drink and eat moderately, and be sure to thank the host before you leave.

9. Vernacular
The everyday language spoken by “a people” as distinguished from the literary language.
What do you call these?
“Please give me a _____”
Soda
vs. Pop
vs. Soft Drink
vs. Soda Pop, Cola, Diet, Carbonated Beverage

10. Vernacular
Elevator Lift Cotton candy Candy floss Friends Mates “Washing up” “Washing up” = showering = doing the dishes Pharmacist Chemist

11. Juxtaposition
Placing items close together or side by side, especially for comparison or contrast.

14. Repetition
A thing, word, action, etc., that is repeated for effect

15. Loaded Language
Wording that tries to influence the listener or reader by appealing to emotion.
Objective: Animal
Loaded: Beast

16. Loaded Language
Fair Language: “You have asked for my views on the man named Mr. Smithers.  He has been a valued employee here for years.  If you can find a position for him in the management sector of your company, I will be pleased.”
Loaded Language: “You have asked for my views on that creature named Smithers.  He has been a clinging nuisance here for ages.  If you can find a crevice for him in the woodwork of your sweatshop, I will be relieved.”

17. NOTE: Loaded Language can be Positive or Negative
Example: He looks good.
He looks like a god.

18. Euphemism
the substitution of a mild, indirect, or vague expression for one thought to be offensive, harsh, or blunt.
“Enhanced Interrogation Techniques”
instead of “Torture”
“Passed away”
instead of “died”
“I’m between jobs”
instead of “I’m unemployed”

19. Rhetorical Question
a question asked solely to produce an effect or to make an assertion -- not to actually get an answer

20. More Rhetorical Questions

21. Explicit
fully and clearly expressed or demonstrated; leaving nothing merely implied; unequivocal.

22. Implicit
implied, rather than expressly stated
Reader, listener or viewer must infer meaning

23. Denotation the explicit or direct meaning of a word.
“Dictionary Definition”

24. Connotation the feelings or images associated with words.
What do you think of or associate with these words?
Laugh * Guffaw
Giggle * Snicker
Cackle
Chuckle

25. Denotation vs. Connotation
House Home

26. Diction
The choice and use of specific words and phrases in speech or writing.
Note the difference between the left and right photos even though it is all “garbage.”

27. More Diction
“Guest Teacher” vs.
“Sub”

28. Propaganda
information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

31. Emotional Appeal Usually based on specific examples of
suffering or potential
threats
This language is
usually “loaded” with
strong imagery and
connotations.

32. What is the Emotional Appeal here?

33. Logical Appeal
Based on what we can assume is true and then supported by evidence (often in the form of statistics, data and facts).
What are the
Logical Appeals?

34. Logical Appeal
What are the Logical Appeals?

35. Ethical Appeal
Based on shared moral values, calling upon the reader to uphold what is right and what we consider justice (in an attempt to get you to buy their products).
What is the
Ethical Appeal
in this ad?

36. Issue: American Troops in Afghanistan/Iraq/Middle East
We should bring the troops home.
American lives are being lost.
What is the argument and what is the ethical appeal here?
We should keep our troops there.
We need to bring democracy to the Middle East.
What is the argument and what is the ethical appeal here?

37. Elevated Language
Formal, more academic-sounding words and phrases that add maturity and seriousness to your argument.
Example: In an essay on dress code, you use “students” instead of “kids.”
Example: Use “educators” instead of “teachers.”
Note: You should generally use elevated language in formal essays
that you write

38. Bias
a particular tendency or inclination, especially one that prevents unprejudiced consideration

39. Abstract
Considered apart from concrete existence.

40. Concrete
Of or relating to an actual, specific thing or instance. Existing in reality.