Chapter Twelve

Using Language Effectively

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 2

Chapter Goals

• Understand the power of language

• Apply standards to use language effectively

• Learn ways to magnify the power of language

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 3

Power of the Spoken Word

• The words of our language shape the way we think

• Language is the basis of all our social interactions

• Words are the essence of our being, or, language determines how we see ourselves

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 4

Characteristics of Oral Language

• Personal

• Informal

• Colorful

• Short, simple sentences or fragments

• Repeats and amplifies ideas

• Relies on examples and stories

• Emphasizes rhythm

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 5

Forms of Meaning

• Denotative– dictionary usage– encourages detachment

• Connotative– personal usage– intensifies feelings

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 6

Ways oral language can influence

• Influences how listeners see subjects

• Influences how listeners feel about those subjects

• Influences how listeners identify with one another

• Influences how listeners act

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 7

Overcoming Emotional Barriers

• Overcoming time

• Overcoming distance

• Overcoming apathy

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 8

The Language of Unity• Bring to life images of their heroes and

enemies• Describe group traditions they may have

forgotten• Depict in concrete terms the deeper values

they share• Picture common problems• Illustrate goals they can share• Define in simple terms the first step they can

take together, and urge them to take it• Speak the language of inclusion

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 9

Six C’s of Language Use

• Clarity

• Color

• Concreteness

• Correctness

• Conciseness

• Cultural sensitivity

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 10

Six C’s of Language Use

• Clarity– / jargon, doublespeak …

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 11

Six C’s of Language Use

Clarity• Avoid jargon• Avoid pretentious words• Be careful with euphemisms• Be alert to doublespeak• Amplify what you say

– Repetition– Rephrasing– Examples– Compare and contrast

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 12

Six C’s of Language Use

Color• Emotional intensity

• Vivid language

• Paint word pictures

• Language of the people

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 13

Six C’s of Language Use

Concreteness• Avoid abstractions

• Be specific

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 14

Six C’s of Language Use

Correctness• Avoid grammatical errors

• Avoid pronunciation errors

• Avoid misuse and confusion of meaning

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 15

Six C’s of Language Use

Conciseness• Make every word

count

• Use simple language

• Use direct language

• Don’t use two words when one will do

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 16

Six C’s of Language Use

Cultural sensitivity

Figurative Language

• Simile

• Metaphor

• Personification

• Culturetypes

• Ideographs

• God & Devil terms

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 17

Culturetypes Maverick McCain

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 18

Ideographs Change

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 19

God & Devil Terms

• Patriot: one who loves and defends his or her country

• Insurgency: Rising in revolt against established authority, especially a government

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 20

Word Order

• Antithesis– “not only, but”

• Inversion– “Ask not …

• Parallel Construction– We will not falter, we will not fail

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 21

Sounds of Words

• Alliteration– Nattering nabobs of negativism

• Onomatopoeia– Refugees trudge

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 22

Copyright © Houghton Mifflin Company. All rights reserved. 12 - 23

The Ethical Use of Powerful Language

• Avoid depictions that distort reality• Use words to support sound reasoning• Use language to empower both traditions and

visions• Use images to renew appreciation of shared

values• Use language to strengthen the ties of

community• Use language to overcome inertia and inspire

listeners to action• Be cautious about melodramatic language