2. Denotative Meaning
Literal, dictionary meaning of word or phrase

3. Connotative Meaning
Meaning suggested by associations or emotions triggered by word or phrase
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4. Using Language Guidelines: Use language accurately
Use language clearly
Use language vividly
Use language appropriately

5. Imagery Creating mental images of objects, actions, ideas
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6. Abstract Words
References to general concepts, qualities, attributes

7. Concrete Words References to tangible objects
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8. Abstract v. Concrete Physical activity Sports Basketball
Professional basketball
LeBron James
Abstract
Concrete

9. Creating Imagery

10. Simile
Comparison introduced with “like” or “as”

11. Simile
“Personal data is flowing like a torrent into NSA servers.”

12. Metaphor
Comparison not introduced with “like” or “as”

13. Metaphor
“America’s cities are the windows through which the world looks at American society.”

14. Rhythm
Pattern of sound created by choice, arrangement of words

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

16. Parallelism
“Rich and poor, intelligent and ignorant, wise and foolish, virtuous and vicious, man and woman—it is ever the same, each soul must depend wholly on itself.”

17. Repetition Reiterating same word or set of words
Located at beginning or end of successive clauses, sentences

18. Repetition
“If not now, when? If not us, who? If not together, how?”

19. Alliteration Repeating initial consonant in close or adjoining words
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20. Alliteration
“Nothing great is accomplished without cooperation, compromise, and common cause.”

21. Antithesis
Juxtaposition of ideas, usually in parallel structure

22. Antithesis
“Ask not what your country can do for you; ask what you can do for your country.”

23. Imagery & Rhythm

24. Appropriate Language Occasion Audience Topic Speaker
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25. Inclusive Language
Does not stereotype, demean on basis of gender, race, religion, disability, sexual orientation, etc.

26. Inclusive Language Avoid generic “he”
Avoid “man” when referring to men & women

27. Inclusive Language Avoid stereotyping jobs, social roles by gender
Use names groups use to identify themselves

28. Avoid Generic “He”
Ineffective:
Each time a surgeon walks into the operating room, he risks being sued for malpractice.

29. Avoid Generic “He”
More effective:
Each time a surgeon walks into the operating room, he or she risks being sued for malpractice.

30. Avoid Generic “Man”
Ineffective:
If a large comet struck the Earth, it could destroy all of mankind.

31. Avoid Generic “Man”
More effective:
If a large comet struck the Earth, it could destroy all human life.

32. Avoid Stereotyping
Ineffective:
Being a small businessman in the current economic climate is not easy.

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

34. Use Self-Identifiers
Ineffective:
The Paralympics show what handicapped people can accomplish in the athletic arena.

35. Use Self-Identifiers
More effective:
The Paralympics show what people with disabilities can accomplish in the athletic arena.