The words must be "susceptible of but a single meaning that is opprobrious." The words "alone must be construed stripped of all insinuations, innuendo, colloquialisms and explanatory circumstances." They are measured by their "natural and probable effect upon the mind of the average lay reader." Words that "prejudicially impugn a person's skill, knowledge, or conduct in ... business." Accusing someone of being a "drunkard" or having being "ruined by tobacco and whisky" falls within this category.