1. Chapter Sixteen Using Language to Style the Speech

2. Chapter Sixteen Table of Contents zWriting for the Ear zChoose Language that Encourages Shared Meaning zChoose Language that Builds Credibility zChoose Language that Creates a Lasting Impression*

3. Using Language to Style the Speech zA speech should be an equal mixture of substance and style. yThe substance comprises the ideas as embodied in the topic and purpose, and the supporting materials used to illustrate them. yStyle refers to the choice of words and sentences that comprise the language of your speech.*

4. Writing for the Ear zWritten language and oral language are different. zReaders have the opportunity to re-read text; listeners have only one chance to get the message.*

5. Writing for the Ear zSpeeches must use clearer syntax and transitions than written language. zSpeeches are more interactive than written language.*

6. Choose Language that Encourages Shared Meaning zSpeech language should be culturally sensitive, unbiased, simple, concise, concrete, and vivid.*

7. Choose Language that Encourages Shared Meaning zUse Culturally Sensitive and Unbiased Language zStrive for Simplicity zAim for Conciseness zChoose Concrete Words zUse Vivid Imagery*

8. Choose Language that Encourages Shared Meaning: Use Culturally Sensitive and Unbiased Language zCultural Sensitivity yA conscious attempt to be considerate of cultural beliefs, norms, or traditions that are different from one’s own*

9. Choose Language that Encourages Shared Meaning: Use Culturally Sensitive and Unbiased Language zBiased Language yLanguage that relies on unfounded assumptions, negative descriptions, or stereotypes of a given group’s age, class, gender; or geographical ethnic, racial, or religious characteristics zSexist Pronouns yUnnecessarily restrict or stereotype the gender of the person or persons in question*

10. Choose Language that Encourages Shared Meaning: Strive for Simplicity zTo encourage shared meaning, say what you mean in short, clear sentences. zJargon is the specialized language of a given profession. yAvoid using jargon unless the audience consists of specialized professionals.*

11. Choose Language that Encourages Shared Meaning: Aim for Conciseness zUse fewer words, rather than more, to express your thoughts to aid listener comprehension.*

12. Choose Language that Encourages Shared Meaning: Choose Concrete Words zConcrete Language yWords that are specific, tangible, and definite zAbstract Language yPhrasing that is general and nonspecific*

13. Choose Language that Encourages Shared Meaning: Use Vivid Imagery zSelect adverbs and adjectives to color descriptions or make them more concrete. zAppeal to the listeners’ senses of smell, taste, sight, hearing, and touch.*

14. Choose Language that Encourages Shared Meaning: Use Vivid Imagery zUse Figures of Speech yA simile is an explicit comparison of one thing to another, using “like” or “as.” yA metaphor is a direct comparison of two things in which one thing is described as actually being the other. yAn analogy is an extended metaphor or simile that compares an unfamiliar concept or process to a more familiar one to help the listener understand the unfamiliar one.*

15. Choose Language that Builds Credibility zProper language usage builds trust and credibility. zBy being appropriate, accurate, and showing conviction for your topic, you demonstrate trustworthiness.*

16. Choose Language that Builds Credibility zUse Appropriate Language zUse Language Accurately zChoose Words that Convey Confidence and Conviction*

17. Choose Language that Builds Credibility: Use Appropriate Language zThe language you use should be appropriate to the occasion, audience, and subject matter. zGenerally, uphold the rules of standard English. zCasual language, dialects, and slang may be appropriate in homogeneous audiences.*

18. Choose Language that Builds Credibility: Use Language Accurately zTo build trust and credibility, language must be accurate. zAvoid inflammatory language that may incite anger in the audience. zAvoid slanderous or libelous language. zFalse or malicious statements that defame the reputation of others*

19. Choose Language that Builds Credibility: Use Language Accurately zDenotative meanings yThe literal, or dictionary, definition of a word zConnotative meanings yThe special associations that different people bring to bear upon a word*

20. Choose Language that Builds Credibility: Choose Words that Convey Confidence and Conviction zSpeaking in the active rather than the passive voice will make your statements clear and assertive instead of indirect and weak. yVoice is the feature of verbs that indicates the subject’s relationship to the action. zPersonal pronouns such as “I”, “me”, and “my” create an impression of conviction.*

21. Choose Language That Creates a Lasting Impression zOral language that is artfully arranged and infused with rhythm leaves a lasting impression on listeners.*

22. Choose Language That Creates a Lasting Impression zRepetition zAlliteration*

23. Choose Language That Creates a Lasting Impression: Repetition zRepetition involves repeating key words or phrases at various intervals to create a distinctive rhythm. zYou can use repetition to create a thematic focus for your speech by repeating key phrases that emphasize a central or recurring idea of your speech.*

24. Choose Language That Creates a Lasting Impression: Alliteration zAlliteration is the repetition of the same sounds, usually initial consonants, in two or more neighboring words or syllables. yAlliteration lends speech a poetic, musical rhythm which drives home a point and leaves a lasting impression.*

25. Parallelism zParallelism is the arrangement of words, phrases, or sentences in a similar form. zNumbering your points (“First…,” “Second…”) or arranging your material chronologically are kinds of parallelism.