Figures of Speech

Apostrophe

Address absent persons, abstract concepts, or inanimate objects directly for dramatic effect.

Last updated

What & why

What it is
A figure of speech in which a speaker breaks off from the audience to address someone absent, dead, or imagined, or to speak to an abstract idea or lifeless object as though it could listen and reply. The sudden turn dramatizes the speaker's feeling and treats the unreachable subject as a present, responsive listener, lending intensity and a sense of personal stake to the moment.
Why it works

Turning to an absent person, an abstraction, or an object breaks the expected pattern of speech, and a sudden break tends to pull drifting attention back. By treating something intangible as a listener who can hear you, you make it concrete and present, which is easier for the mind to picture and hold. The shift also signals real feeling, since people rarely address the air casually, so it can read as conviction and raise the emotional stakes of the moment.

Before & after

Before

“We need to focus more on achieving success and innovation in our business.”

After

“Innovation, where have you been hiding? Success, we're coming for you. Fear, you have no place here.”

When you’ll use it

Motivational speeches: 'Success, you have been elusive, but today we claim you' to personalize abstract goals

Memorial presentations: 'Steve Jobs, your vision continues to inspire our innovation' when honoring departed leaders

Strategic pivots: 'Old business model, you served us well, but now we must evolve' when announcing major changes

Pro tip

Talk directly to concepts like they're in the room. It makes abstract ideas feel present and powerful.

Questions & answers

What is apostrophe in speaking?

Apostrophe addresses someone absent, dead, or something non-human as if they could respond. In speaking, it creates dramatic effect and emotional connection, like addressing future generations, departed leaders, or abstract concepts like justice.

How can I use apostrophe effectively in presentations?

Use apostrophe to create emotional moments, honor absent people, or personalize abstract concepts. It's powerful for memorial speeches, motivational talks, or when you want to create dramatic emphasis by addressing concepts, values, or absent stakeholders directly.

When might apostrophe seem inappropriate in business settings?

Avoid apostrophe in highly analytical or technical presentations where emotional appeals might seem out of place. Consider your audience's expectations and cultural context. Use sparingly to maintain professional credibility while adding strategic dramatic effect.

Learn more

Silva Rhetoricae (BYU)
Academy of American Poets (poets.org) Glossary
Wikipedia - Apostrophe (figure of speech)

Practice this concept

Practice public speaking

Apply rhetorical techniques like this in your own speeches and get AI feedback on structure, clarity, and delivery.

Try the AI Speech CoachSee a sample analysis