Using

12 Language
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 Denotative Meaning
Literal, dictionary meaning
of word or phrase

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 Connotative Meaning
Meaning
suggested by
associations or
emotions
triggered by
word or phrase
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 Using Language Guidelines
• Use language accurately
• Use language clearly
• Use language vividly
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• Use language
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appropriately
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 Imagery
Creating
mental images
of objects,
actions, ideas

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 Abstract Words
References to general
concepts, qualities,
attributes

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 Concrete Words
References to
tangible
objects

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 Abstract versus Concrete
Physical activity Abstract

Sports
Basketball
Professional
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basketball
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Stephen Curry Concrete
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 Simile
Comparison introduced
with “like” or “as”

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 Simile Example
“With eyes glued on their
phones, pedestrians walk
the streets like zombies
after the apocalypse.”
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 Metaphor
Comparison not introduced
with “like” or “as”

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 Metaphor Example
“America’s cities are the
windows through which the
world looks at American
society.”
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 Rhythm
Pattern of sound created
by choice, arrangement of
words

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 Parallelism
Similar arrangement of pair
or series of related words,
phrases, sentences

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 Parallelism Example
“Rich and poor, intelligent
and ignorant, wise and
foolish, virtuous and vicious,
man and woman—it is ever
the same, each soul must
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The Art of Public Speaking
depend wholly on itself.”
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 Repetition
• Reiterating same word or
set of words
• Located at beginning or
end of successive
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 Repetition Example
“If you want wellness with
wealth, come to India. If you
want health and wholeness of
life, come to India. If you want
prosperity and peace, come
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to India.”
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 Alliteration
Repeating initial consonant
in close or adjoining words

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 Alliteration Example
“Nothing great is
accomplished without
cooperation, compromise,
and common cause.”
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 Antithesis
Juxtaposition of ideas,
usually in parallel structure

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 Antithesis Example
“Ask not what your country
can do for you; ask what
you can do for your
country.”
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 Appropriate Language
Occasion
Audience
Topic
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 Inclusive Language
Does not stereotype,
demean on basis of
gender, race, religion,
disability, sexual
orientation, etc.
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 Inclusive Language Guidelines
• Avoid generic “he”
• Avoid “man” when
referring to men & women
• Avoid stereotyping jobs,
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social roles by gender
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• Use names groups use to
identify themselves
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 Avoid Generic “He”: Ineffective
Ineffective:

Each time a surgeon

walks into the operating
room, he risks being sued
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for malpractice.
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 Avoid Generic “He”: More Effective
More effective:

Each time a surgeon

walks into the operating
room, he or she risks
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being sued for
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malpractice.
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 Avoid Generic “Man”: Ineffective
Ineffective:

If a large comet struck

the Earth, it could
destroy all of mankind.
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 Avoid Generic “Man”: More Effective
More effective:

If a large comet struck

the Earth, it could
destroy all human life.
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 Avoid Stereotyping: Ineffective
Ineffective:

Being a small
businessman in the
current economic
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climate is not easy.
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 Avoid Stereotyping: More Effective
More effective:

Being a small
businessperson in the
current economic
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climate is not easy.
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 Use Self-Identifiers: Ineffective
Ineffective:

The Paralympics show

what handicapped
people can accomplish
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in the athletic arena.
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Use Self-Identifiers: More Effective
More effective:

The Paralympics show what

people with disabilities can
accomplish in the athletic
arena.
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