Keywords are part of a language. Your example does not contain any.
Strings (=text) are single-quoted. `'install'` and`'full'` are strings.
Verbs (=functions) take a right argument and sometimes an additional left one.
`'install' jpkg` is not a complete instruction, as it only gives a left argument
The verb `install` is essentially a wrapper for jpkg, only requiring a right arg.