Semantics in Ads
Ads are filled with attempts to avoid even a hint of unfavorable connotation. Both selections in the pairs
that follow contain the same basic information, but what’s the difference between them?
1. A. A complete range of dresses for the overweight woman.
B. A complete range of dresses for the curvy figure.
2. A. Helps clear up embarrassing pimples.
B. Helps clear up embarrassing skin problems.
3. A. Stop in and visit our new model house.
B. Stop in and visit our new model home.
4. A. Ariel soap—large size box $1.50
B. Ariel soap—large, economy size box $1.50
5. A. Made from the finest secondhand wool
B. Made from the finest reprocessed wool.
Shades of Meanings and Feelings
Some words have the same basic meaning but have decidedly different connotations, on being negative
and the other positive. Label each one.
1. Childish and childlike
2. Stench and scent
3. Gaudy and ornate
4. Poor and short of money
5. I am firm; you are obstinate; he is pig-headed
6. I have reconsidered it, you have changed your mind; he has gone back on his word.
In each item below, you will find three words with similar dictionary meanings. But each word in the set
expressed a different shade of feeling. The words are in random order. Next to the most approving
words, put a + sign. Next to the most disapproving words, put a – sign. Next to the “in between” word,
put a 0.
Example:
____0____thin
_____--____scrawny
_____+_____slender
_________cowardly
__________discreet
___________cautious
_________stubborn
__________persistent
___________persevering
_________curious
_________nosy
___________concerned
_________self-confident
__________proud
___________conceited
_________officer
__________cop
___________policeman
Using your multi-colored paint strip, find additional synonyms for word you’ve been assigned (at least 6).
After you’ve accumulated your list, cut out the synonyms you like the least so that you can fit your original
word and the additional words on your paint strip.
Out of the words left, which has the least intense meaning. Place that one on the lightest shade. Then
with each word figure out the order of intensity, with the most intense word on the darkest color on the
strip. You’re trying to progress in intensity.
Be sure to put a star by the original word that you were assigned. IT MUST BE INCLUDED ON THE FINAL
LIST!
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Bitter
Friendly
Sentimental
Zealous
Arrogant
Childish
Disappointed
Humorous
Peaceful
Vibrant
Angry
Nosy
Thin
Tenacious
Mean
Cold
Boring
Proud
Peeved
Shocking
Complimentary
Apologetic
Sarcastic
Irreverent
Candid
Pitiful
Happy
Loving
Mocking
Didactic
Intelligent
Enthusiastic
Shy
Slow
Obedient
Manage
Mimetic
Draconian
slender
slim
Thin*
skinny
scrawny
skeletal