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'Exert' means to apply force on influence over something else, this can be in a negative or positive way. In this quotation, it means that language, if used correctly, has the ability to express a 'hidden power'. It's also worth mentioning that the simile is relevant as the moon has an influence on the level of tides on Earth.
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Explanation: Strong connotation means a word has a strong meaning. For example, you could say “I am happy” versus “I am ecstatic.” The latter has a stronger connotation because it means “very happy,” while happy just means happy.
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The subject and predicate make up the two basic structural parts of any complete sentence.
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