Semantics

The dictionary definition of words may be clear and concise, but there is another dimension to words — their connotative meaning to various individuals and groups of people. The meaning given to words and the changes that occur in these meanings as time goes on is the branch of linguistics called semantics.

To write persuasively and to influence target audiences, you must be sensitive to semantics. Words trigger images and feelings. Some words create very positive impres­sions in people's minds. Persuasive messages often contain the following words: discov­ery, ease, guarantee, health, love, money, new, proven, results, safety, save, you.