Major Points from On Writing Well

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Truth in advertising

• Entailment/Implicature
• One-third less salt
• "Helps control dandruff symptoms with
  regular use."
• "Leaves dishes virtually spotless."
• "Magnavox gives you more."
• "Coffee-mate gives coffee more body, more
  flavor."

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Semantics

• Semantics the study of meaning
• Pragmatics the study of how context affects
  meaning
• Truth conditions
• tautologies
• paradoxes/contraditions
• Synonymous

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Semantics

• Metaphors
• Idioms
• Ambiguity

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Conversations Maxims Cooperative Principle

• Do not say what you believe false.
• Do not say that for which you lack evidence.
• Be relevant.
• Make contributions as informative as is required.
• Do not make your contribution more informative
  that is required.
• Avoid obscurity.
• Avoid ambiguity.
• Be brief.
• Be orderly.

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