LANGUAGE AND STYLE:
BENEFITS OF USING STYLIZED LANGUAGE
1. A stylized message can be more attention -getting (elements of surprise and novelty)
2. A stylized message can enhance cognition or understanding (a figure of speech can help convey a complex idea.)
3. A stylized message can aid in retention (various schemes of syntax or figures of speech can help the audience remember
key elements of the message. (Slogans and novelty to facilitate retention and recall)
4. A stylized message can increase the persuasive appeal of the message. (helps gain and maintain attention, leading to
greater probability of acceptance)
Attention, cognition, retention, and motivation are significant byproducts of incorporating the principles of language
style.
Oral style vs. written style (Writing for the Ear vs. Writing for the Eye)
• Oral style is less formal
• Oral style is more repetitive
• Oral style is more personal (incorporates more personal references I, my, we, you, etc.)
THE NATURE OF LANGUAGE
Language is imprecise - there are both connotative and denotative meanings of words.
denotative - literal, dictionary meaning
connotative meaning are suggested to each listener by his/her own personal associations with an object or thing.
The basic principle of communication is that meanings are in people, not in words. The imprecision of language challenges
every speaking. Avoid the assumption that communication automatically occurs as intended.
Language is Powerful - Joseph Conrad said that with "the right word and the right accent," a person can move the world. Never
underestimate the power of language.
Words have the power to create images - use words to help the listeners visualize
the words you use stimulate images and meanings that can lead decision makers act.
Words have the power to affect behavior - The words used to describe an object or action can affect our attitudes and feelings
about it.
Using Language Effectively
As a presenter, your challenge is to use words to convey the meanings you intend to communicate.
vivid, and appropriate.
Effective language is clear,
1. Clarity
Select words that minimize ambiguity. Use familiar, concrete words and clarify through signposting.
Use familiar words
If the words are unfamiliar to the audience, the message will not be clear. Use simple words.
Avoid technical language unless the listeners are all familiar with those terms. If necessary, use an analogy to clarify the message.
Use concrete words
Be specific - Say "stove" instead of "heating device"
Make the message flow continuously - don't make your listeners dwell on the words and their meanings.
Signposting
let listeners know where you are going and let them know when you get there
2. Vividness
Vivid language appeals to the senses and makes an indelible impression: it helps you to see, hear, touch, taste, and feel images and
ideas.
3. Appropriateness
Use language that is appropriate to the audience and occasion. Use it to establish a personal relationship with the audience. Use
words like I, we, mine, you, yours, and ours frequently in your presentation style.
Goal
To make your language clear you should:
Tips for Using Language Effectively
Strategy
Use Familiar Words
Use Concrete words
Use signposting
To make your language vivid you should:
Use words that appeal to the listeners' senses
To make your language appropriate you should:
Avoid words that are poor in taste
Use words that are personalized
Use words that are direct
LANGUAGE STRATEGIES
Memorable style deviates from language norms in terms of word arrangement (syntax), word choice, and/or figures of speech.
Seven techniques for syntax that can be used to provide arresting language arrangement.
Omission
Repetition
Inversion
Parallelism
Suspension
Alliteration
Antithesis
1. Omission -Uses short words and phrases that often become slogans.
Streamline language to the "bare bones:
Use only essential words or phrases. Slogans and headlines are examples
2. Inversion - Reverses the expected order of words and phrases: Statement often becomes a question
invert, or reverse the normal word order. Since the majority of our sentences are declarative, utilize inversion by asking a
question. A rhetorical question contains its own answer
example: "You may become depressed when it rains." inverted = "When it rains, you may become depressed."
3. Suspension: Places a key word at the end of the phrase or sentence for effect
Hold the "catchword" until the end of the message. This creates suspense and keeps the listeners' attention. Place the keyword until the end. ex. " Things go better with Coca-Cola"
4. Antithesis - Develops a parallel structure balancing one part or clause of a sentence with another
Antithesis means opposite. A sentence structure using the scheme of antithesis will balance two opposing phrases to heighten
their differences for listeners.
ex: It's not the size of the dog in the fight, it's the size of the fight in the dog.
5. Repetition - Repeats the key word several times for effect and emphasis ex. "I have a dream"
6. Parallelism - Keys on the same initial word or phrase several times for emphasis.
Use the same word or root word to begin several sentences or phrases.
ex. get mad, get infuriated, get increased, get livid, get involved.
7. Alliteration - Repeats consonant sounds in two or neighboring words or syllables for striking effect.
Use the same sounds in two or more neighboring words or syllables for striking or novel effect.
USING FIGURES OF SPEECH
Metaphors
Similes
Personification
Metaphor - used to make implied comparisons - Using a word to convey a meaning not normally carried by that word. - ex. I really
bombed that test.
Similes - draws a comparison - signaled by words Like or As.
Personification - attributes human qualities to inanimate objects.