QUEST FOR PERFECTION

Semantic Slanting/ Loaded Words

SEMANTIC SLANTING What is it?

When an author uses specific word choice to evoke a certain emotion.

WHAT DOES IT LOOK LIKE? Semantic slanting uses strong verbs and

adjectives to slant the way the reader views the product.

Ex: The hot, juicy, fresh burger at Burger King

VS.Tired of fat, greasy, day old food? Try it fresh at Subway!

LOOK LIKE CONT. The key words between these two ads

are:Hot, juicy, fresh, VS. Greasy, day old, fat

Both are trying to sell their product by covering the imperfections within it.

The word choice causes you to have an emotional reaction. It might make you hungry or disgusted. The subway ad might make you dislike the burger and like the fresh, healthy choice of the sub.

LOADED WORDS Loaded words are words (or phrases)

which have strong emotional overtones or connotations and which evoke strongly positive (or negative) reactions beyond their literal meaning

WHAT DOES THIS LOOK LIKE peace, war, patriotism, freedom,

rebellion, slavery, justice, unity, abolish, failed, duty, hope, breath taking,

Any of these words evoke certain emotions that are stronger then the literal meaning. If you see something “breath taking” it does not literally take your breath away. It is a strong connection.

ACTIVITY: Look at the newspaper infront of you.

Go through the paper and see if you can find examples of Semantic Slanting. Highlight the examples and explain how the author is trying to evoke a certain emotional reaction.