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 Language that is 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 Language 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, personal prejudices, or opinion. Based on observable phenomena; presented factually. Ex. A jury, blind taste testing.

6. Subjective Subject to opinion. Proceeding from or taking place within a person’s mind. 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 ElevatorLift Cotton candyCandy floss FriendsMates “Washing up” = showering = doing the dishes PharmacistChemist

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 Description: Animal Loaded Description: Beast A reader reacts differently to the two words, though they essentially say the same thing

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. Loaded Language 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 HouseHome

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 (Pathos) Appeals solely to an individual’s emotions. Frequently based on specific examples of suffering or potential threats, but can be other emotions, too. Remember … emotional appeals are aimed at how something will benefit you as an individual and your interests (and NOT the general good of everyone) This language is usually “loaded” with strong imagery and connotations. What is the emotional appeal here in this ad?

32. What is the Emotional Appeal here?

33. Logical Appeal (logos) Based on what we can assume is true (through logic and common sense) 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 (Ethos) Based on shared moral values, calling upon the reader to uphold what is right and what we consider justice for others (not for you) … frequently in an attempt to get you to buy their products What is the Ethical Appeal in this ad?

36. ID the ethical appeals in these ads

37. Ethical, Logical or Emotional? May have elements of all three … name them if they do?

40. 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

41. Bias a particular tendency or inclination to believe something, especially one that prevents unprejudiced thoughts

42. Abstract Considered apart from concrete existence.

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