Tone
A word that names something intangible, something than
cannot be seen or touched (love, hate, honour, freedom,
liberty).
Abstract Noun
An abbreviation that is pronounced as a word (NATO,
SADD, HART, SCUBA, QANTAS)
Acronym
Repetition of consonant sounds, especially initial
consonants. (safe surfing).
Alliteration
A reference to a well-known piece of literature, or a
historical event or character. (don’t let ‘the slings and
arrows of outrageous fortune’ stop your …..)
Allusion
Where an expression has more than one meaning (the
new Hoovermatic vacuum cleaner cleans up the
opposition)
Ambiguity
The comparing of one situation in order to clarify another
(having the new Hoover vacuum cleaner is like having an
electric housemaid)
Analogy
A drop from the serious to the ridiculous. A disappointing
of ineffective conclusion used often used for humorous
effect in advertising (The new Nissan Sentra is
outstanding with its ABS brakes, excellent fuel economy,
aerodynamically designed body,
twin air bags and four wheels that go round and round.)
Anticlimax
The setting of one thing against another to provide
contrast (small car, big engine).
Antithesis
Repetition of vowel sounds, with the same or different
consonants (the last farce…..)
Assonance
A hackneyed, overused phrase (‘the best in the
business’).
Cliché
A word or phrase that is appropriate to informal language.
‘familiar speech’ (wind up the party with Panasonic’s
new….)
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Colloquialism
The form of an adjective (or an adverb) indicating the
greater of two (for better results and clearer skin
choose…..)
Comparative
A sentence containing one main (independent) clause
and at least one subordinate (dependent) clause.
Complex
sentence
A sentence containing at least two main (independent)
clauses.
Compound
sentence
A sentence containing at least two main (independent)
clauses and one or more subordinate clauses.
Compoundcomplex
sentence
Compounding
The linking of two existing words to form a new word
(inkjet printer)
Compoundpremodifier
An implied or suggested meaning. Often emotive
response to a word (smell versus fragrance or scent or
stink ….. each carries different connotations). Compare
with denotation.
Connotation
Omission of a letter or letters in a word, replaced by an
apostrophe (don’t).
Contraction
The dictionary definition of the word, not the associated or
connotative meanings.
Denotation
Conversation
Dialogue
The omission from a sentence of a word or words that
would complete the construction (represented by three
dots…)
Ellipsis
A softer, less direct way of saying something (passed
away = died)
Euphemism
Used to add ’punch’ express strong feelings. (The Ute
with the most!)
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A double-barrelled adjective that makes use of a hyphen
for grammatical sense (state-of-the-art suspension….)
Exclamation
Something, which is accepted as representing something
else.
Familiar Symbol
Exaggeration for effect (the new phone that’s out of this
world).
Hyperbole
The use of language to represent objects, actions,
feelings, thoughts, ideas ….. to create images in the mind
of the audience/receiver. Can be literal … use of good
adjectives/verbs or figurative using metaphor, simile,
personification.
Imagery
A command (Buy now! Use sunlight when you wash your
dishes)
Imperative
The humorous, sometimes sarcastic use of words to imply
the opposite of what they actually mean (used in the ‘Tui’
advertisements with an ironic phrase followed by “Yeah
right”).
Irony
Specialised language used by a particular group/groups
(“….including a 2.1GB Quantum Mode 4 Hard Drive”)
Jargon
A direct comparison where one thing is described as
another. (The alarm is a security blanket for all the
family).
Metaphor
Generally a sentence that does not contain a finite verb
….. Note that finite verbs show tense, for example “He
walked” or “They rode” (The best stapler!).
Minor sentence
A newly coined/invented word or phrase (Ezibuy).
Neologism
Words that sound like the noise they describe (the drip of
the tap)
Onomatopoeia
A sentence or succession of sentences where the same
group of words are repeated in the same order (tired of
that old washing machine, tired of leaks on the floor, if you
…..)
Parallel
Particularly relevant are second person pronouns …. You,
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construction/
structure
your, etc as they appeal to the audience (Have you tried
our new ….)
Personal
pronouns
The attributing of human characteristics to something not
human (the sheepskin that cuddles your kids to sleep).
Personification
A word with a double meaning, often clever/witty. (You’ll
survive any close shave with a Philishave razor).
Pun
The level of one’s language, either written or spoken
(formal, semi-formal, informal, colloquial, slang, personal,
poetic).
Register
A question asked for effect, may not need an answer or
the answer may be obvious (Would you like a holiday?)
Rhetorical
question
A comparison of one object with another, using like, as or
than (white as a sheet).
Simile
A catchphrase closely associated with the product. Often
repeated in conjunction with the name of the product.
(Nissan, built for the human race).
Slogan
The absolute of a verb form (best, greatest, smallest,
most, etc).
Superlative
The feelings conveyed in the text (warning, pleading,
encouraging, optimistic, business-like etc).
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