March_25_Lecture_Outline - March25:LanguageinPersuasion...

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March 25: Language in Persuasion I. The Nature of Language A. Signs Semiotics: Ferdinand de Saussure divided  signs  into two components: - The  signifier - The  signified B. Meaning exists in people, not in the signs themselves Signs are flexible, arbitrary and culturally learned Denotative meaning vs. Connotative meaning A.  Strategy of Naming  Doublespeak: a form of strategic ambiguity - Euphemism
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March_25_Lecture_Outline - March25:LanguageinPersuasion...

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