1. Choosing the Right Word
Module Fifteen
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Objectives
LO 15-1 Recognize value in using the right words. LO 15-2 Apply strategies for critical thinking in reading, writing, and beyond. LO 15-3 Explain principles for word definition. LO 15-4 Distinguish acceptable jargon from other types. LO 15-5 Define words with similar sounds but different meanings.
LO 15-1 Recognize value in using the right words.
LO 15-2 Apply strategies for critical thinking in reading, writing, and beyond.
LO 15-3 Explain principles for word definition.
LO 15-4 Distinguish acceptable jargon from other types.
LO 15-5 Define words with similar sounds but different meanings.

3. Choosing the Right Words
Accurate Words
Mean what you say.
Appropriate Words
Convey the attitudes you want.
Accurate words mean what you say. Appropriate words convey the attitudes you want and fit well with the other words in your document. Familiar words are easy to read and understand. Use technical jargon only when it is essential and known to the reader.

4. Choosing the Right Words
Familiar Words
Are easy to read and understand.
Technical Jargon
Should only be used when essential.
Familiar words are easy to read and understand. Use technical jargon only when it is essential and known to the reader. Eliminate business jargon.

5. Does using the right word really matter?
Denotation
A word’s literal or dictionary meaning.
Pound denotes weight, an animal shelter, a unit of money, or to hit.
Denotation is a word’s literal or dictionary meaning. Most common words in English have more than one denotation. The word pound, for example, means, or denotes, a unit of weight, a place where stray animals are kept, a unit of money in the British system, and the verb to hit. Coca-Cola spends an estimated $20 million a year to protect its brand names so that Coke will denote only that brand and not just any cola drink.

6. Does using the right word really matter?
Bypassing
When two people use the same word to mean different things.
Connotation refers to a word’s associations and emotional coloring, or the effect it has on audiences regardless of denotation. Bypassing occurs when people use the same word to mean, or denote, different things while communicating.

7. Does using the right word really matter?
Risk may be an efficiency issue at Amoco, but the Environmental Protection Agency may use risk to mean political peril or a health risk.
Use accurate words to reduce bypassing or, where appropriate, a definition.
Risk may be an efficiency issue at Amoco, but the Environmental Protection Agency may use risk to mean political peril or a health risk. Use accurate words to reduce bypassing or, where appropriate, a definition.

8. Does using the right word really matter?
Connotation
The emotional colorings or associations that accompany a word.
Preowned has a more positive connotation than used.
Connotation refers to a word’s associations and emotional coloring, or the effect it has on audiences regardless of denotation.

9. Does using the right word really matter?
Use familiar words that are in almost everyone’s vocabulary.
Short, common words sound friendlier.
Use familiar words that are in almost everyone’s vocabulary. Short, common words sound friendlier.

10. Does using the right word really matter?
Four exceptions
Use a long word if it is the only word that expresses your meaning exactly
Use a long word or phrase if it is more familiar than a short word
Use a long word if its connotations are more appropriate
Use a long word if the discourse community prefers it.
Four exceptions
Use a long word if it is the only word that expresses your meaning exactly
Use a long word or phrase if it is more familiar than a short word
Use a long word if its connotations are more appropriate
Use a long word if the discourse community prefers it.

11. Thinking Critically
In its most basic sense, critical thinking means using precise words and asking questions about what you read and hear.
In its most advanced sense, critical thinking means asking about and challenging fundamental assumptions.
Like many terms, critical thinking has more than one meaning. In its most basic sense, critical thinking means using precise words and asking questions about what you read and hear. Critical thinking is especially important to business in the 21st century. In a more advanced sense, critical thinking means the ability
to identify problems, gather and evaluate evidence, identify and evaluate alternate solutions, and recommend or act on the best choice—while understanding that information is always incomplete and that new information might change one’s judgment of the “best” choice.

12. Is it OK to use jargon?
The first kind of jargon is the specialized terminology of a technical field
The second kind of jargon is business jargon
sometimes called businessese
as per your request, enclosed please find, please do not hesitate.
The first kind of jargon is the specialized terminology of a technical field The second kind of jargon is business jargon-sometimes called businessese. Examples are as per your request, enclosed please find, please do not hesitate.

13. Getting Rid of Business Jargon
If any of the terms in the first column of Figure 15.1 show up in your writing, replace them with more modern language.

14. What words confuse some writers?
Accept/Except
Affect/Effect
A lot/Allot
Among/Between
Compose/ Comprise
Fewer/Less
It’s/Its
Stationary/ Stationery
To/Two/Too
Your/You’re
These words are among those commonly confused in the English language. For a more complete list, review the word pairs in Module 15.