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Connotation: The unsaid implications of a specific term or phrase that arises

because of a term or phrase's usage.

Denotation: The literal definition of a word that one obtains from a dictionary or

other, similar language authority.

Diction: Word choice, especially when commenting on the appropriateness of word

choice.

Direct Object: The part of a sentence that is being acted upon; a complement that

completes the reader's understanding of a verb or verb phrase.

Ethos: Utilizing authority and moral character to persuade; appealing to an audience

by focusing on a speaker or writer's assumed moral or ethical character.

Etiquette: The appropriate behavior in a given situation or environment established

by an authority or tradition.

Inartistic Information: Data, research, testimony or other "found" materials.

Indirect Object: To whom/what or for whom/what a direct object is directed or

intended.

Line Graph: An illustration of numerical values plotted on a grid made of the X- and

Y-axis with a line connecting the points together.

Logos: Presenting logic to persuade; appealing to an audience by focusing on the

logical progression of a communicator's thoughts.

Modifier: A term that specifies the meaning of another term; an adjective or adverb.

TX Marketing II: Negotiation Techniques 5