Language features and their effects

Simple sentences

Used to establish one idea. Often used as topic sentences, making clear what the paragraph is about or marking a change of place/topic/etc

Compound sentences

Used to get across two main ideas with some supporting detail.

Complex sentences

Used to provide explanations and other more detailed information about the idea expressed in the main clause.

Quotation

A quotation will add some of the authority of the original author to the current speaker/writer

Use of numbers/ statistics

A specific number or statistic gives the impression that the speaker/writer is authoritative and knowledgeable

Allusion

Adds another dimension to the text by introducing material from our external knowledge (if we get the allusion)

Simile/ metaphor

All imagery gives the person/animal/thing being described the characteristics of something else. It therefore enlivens descriptions by helping us to see these people/animals/things in a new light - in a way we may have never seen them or thought about them before. Metaphors are more compact and tighter in their comparative description than similes.

Euphemism

Amusement in the reader, or revealing of the character of the person using it (kindhearted or sarcastic or squeamish, for example)

Use of multiple adjectives or adverbs

Builds up a very full picture of the object/animal/person or the activity so that it becomes very clear in the reader's mind - the reader feels s/he can picture it or see it happening very precisely.

Use of incorrect speech

Creates an image of the character - helps to define personality and place him/her in a particular educational or social class. Provides authenticity in your writing.

Use of first person pronoun

Gives immediacy to the text - the author or character makes a direct connection with the reader / audience. The emotional qualities of the text / character are more available also - the internal life of the author or character. "We" in a speech involves the audience with the speaker ("We all know that violence is wrong").

Use of slang (colloquial)

Grounds the text in informality as well as a certain social group and period of time.

Personification

In addition to the above, personification makes inanimate objects seem lively and lifelike while it also contributes to our sense of oneness with these inanimate objects.

Use of second person pronoun

In speeches and adverts, this direct address to the listeners/viewers involves them and may challenge them to respond, even if only mentally. In narrative, the use shows interaction between characters.

Alliteration

Makes small sections of the text hang together and flow better. Draws our attention to this phrase. Creates a harder or softer mood in line with the meaning (hard consonants are b d k p q t, soft are f h j l m n r s v w y z, while c and g can be either hard or soft)

Assonance

Makes small sections of the text hang together and flow better. Draws our attention to this phrase. Repetition of vowels generally gives a soft, quiet, calm mood unless the sounds are the short vowels, eg in cat, pet, pin, off, cup.

Use of direct or indirect speech

Makes the character come alive. We can "hear" the way s/he speaks - the actual vocab, grammar and tones.

Rhythm

Makes the text as a whole more memorable and makes it flow better.

Rhyme

Makes the text memorable and can make poems amusing. Can tie together the middle and end of verses.

Neologism

Newness / novelty / difference from "ordinary" words makes it stand out - make the reader/viewer remember them

Parallel construction

Parallel construction provides rhythm while it expands the detail of the description and creates balance.

Pun

Provokes amusement and therefore a tendency for the reader to feel good about the company / product and possibly to buy the product. If used by a character, shows that that character is rather clever and witty.

Triple construction

Same as for parallelism, but the triplet provides closure or finality along with that sense of balance.

Litotes

Shows just how strong the emotion is and illustrates something of the character of the speaker/writer.

Listing

Shows the extent of or emphasizes the topic/object/event being discussed/described; shows the author's wide knowledge of the topic

Choice of words (vocabulary)

Sometimes, more unusual words provide more specific meaning than common ones. Specialized or technical words make it seem like the writer/speaker really knows the topic.

Hyperbole

Used for emphasis to get a point across. Also illustrates something of the mood of the speaker/writer.

Contrast

Strengthens each aspect of the contrast by showing up the differences To emphasize a change or difference or idea

Emotive language

The attitude and emotions of the author are transferred or made clear to the reader

Sarcasm

The attitude and emotions of the author are transferred or made clear to the reader - (the emotions and attitudes are ones of disdain or contempt or revulsion or dislike or bitterness)

Irony

The attitude and emotions of the author are transferred or made clear to the reader - (the intent and effect are less offensive than in sarcasm, but the author may still feel strongly on the subject)

Use of authority figures

The reader / viewer aspires to share the goals of (and use the product promoted by) the personality

Symbolism

These are a form of shorthand to emotions - an author can use a symbol so that the reader / audience understands the emotions invested in the object without describing those emotions every time the object is used. Provides the reader with a visual (actual or mental) aide-memoire - something that conjures up certain memories and/or emotions or qualities when s/he sees the symbol.

Sound clusters

These create a "wall of sound" with a number of repeated sounds, not just one type. They usually create a particular mood by using a number of hard or soft sounds, rather than a combination of the two.

Onomatopoea

This helps us hear the actual sound being named and therefore we understand it properly or it transports us to the place of the sound.

Repetition

This is used to emphasize whatever is being said or written, or to mimic repetition in nature.

Use of command

To catch people's attention, whether it's another character in a narrative or the audience listening to a speaker. We are socially conditioned to obey commands so the advertiser or speaker may get some affirmative response.

Rhetorical question

To get the readers' / audience's attention and make them think about the answer before giving it.