|
August 7, 2001
EMOTIONAL APPEALS
-------------------------------------------------
One technique that can strengthen your writing style is using emotional appeal. Emotional appeal is using certain words or ideas to appeal to readers' emotions. It is important to use this technique correctly and to avoid the pitfalls common to its misuse.
"Glittering generalities" are words that appeal to emotions such as patriotism, family, and friendship. Use words like "loyalty" and "protection" to tap into readers' interests.
EXAMPLE: XYZ life insurance protects your loved ones in the event of catastrophe.
- - -
The "bandwagon effect" emphasizes a desire to be part of the dominant group, or to be like everyone else.
EXAMPLE: A recent survey showed that 4 out of 5 consumers use ABC brand.
- - -
A "Testimonial" provides an endorsement from a celebrity or expert.
EXAMPLE: Michael Jordan's testimonial for NIKE helped to sell more athletic shoes.
-------------------------------------------------
CHECK OUT OUR "SEARCHABLE" INDEX
Subscribers to GrammarCheck can now search past issues of GrammarCheck for topics of interest at the following web site address:
http://www.grammarcheck.com/archives
-------------------------------------------------
SPELLING OR WRITING TIP
Be careful of making plurals for Latin or other words that are less commonly used. Check out the single and plural forms of the words below. When in doubt, check your dictionary.
singular: criterion
plural: criteria
singular: datum
plural: data
singular: focus
plural: foci
singular: phenomenon
plural: phenomena
-------------------------------------------------
NEW WORD OF THE WEEK:
SIDETRACK (sid'trak) verb: To divert; to deviate from the main subject or course.
Cassandra sidetracked the speaker with many questions.
-------------------------------------------------
YOUR GRAMMAR AND WRITING QUESTIONS
QUESTION: What is the difference between comparison and contrast?
GRAMMARCHECK: Comparing two things emphasizes their similarities, while contrasting them highlights their differences.
- - - - - - -
QUESTION: Which is correct?
a. The Defendant's, John Doe, hearing was canceled.
b. The Defendant, John Doe's, hearing was canceled.
c. The Defendant, John Does', hearing was canceled.
GRAMMARCHECK: To avoid confusion in structures like these, simply rewrite the sentence:
John Doe's hearing was cancelled.
-or-
The Defendant's hearing was cancelled.
-or-
The hearing of Defendant John Doe was cancelled.
-or-
Defendant John Doe's hearing was cancelled.
- - - - - - -
QUESTION: Who is the individual deserving credit for integrity of the content in the GrammarCheck newsletter and Web site? Is there a Michele Carey behind the scenes? An inquiring mind just wants to know by what authority I should believe what I read in GrammarCheck. A bio of the author/editor on the Web site would be helpful for all users.
GRAMMARCHECK: We do not have the pleasure of Michele Carey's assistance with GrammarCheck. Our writers teach college writing courses and have published articles in popular and academic journals. For more information, see our Web site at www.GrammarCheck.com
- - - - - - -
QUESTION: Regarding concerns from the June issue's reader that your newsletter may "do more harm than good," I would comment that in spite of occasional errors it is crucial and exciting that there is a forum for this kind of information. Grammar is a topic, like the classics that most young people and some of us who are not so young, rarely get to bandy about these days. It is important to the language of our species that we not lose such forms because of the discomfort this may cause some elitists.
My question is this:
Isn't the use of double spacing still required when printing out manuscripts? Double spacing allows room for editors and proofreaders to enter comments. The same is true for margins.
GRAMMARCHECK: Thanks for your verbal support of GrammarCheck! We enjoy volunteering our time and grammar experience to assist those who may benefit, and we appreciate learning from our readers as well. The occasional debates and differences of opinion are quite stimulating, really, and most folks are pretty nice about it.
With respect to your question, double spacing most often continues to be used when printing manuscripts. When in doubt about any spacing requirements, check the MLA or APA style guides, or whichever style guide prevails in your writing environment.
- - - - - - -
QUESTION: My query is on how far to take apostrophes for ownership. Sure, Spot's bone is easy enough but what about less tangible things, such as in two years' time? I come across this written in a variety of ways and my response is not to apostrophize. Is there a rule that advises when to use apostrophes when objects are not involved?
GRAMMARCHECK: Your decision must rest on whether you wish to emphasize plurality or possession. Consider the following:
Mothers Day (a day to celebrate all mothers)
Mother's Day (a day to celebrate individual mothers)
Mothers' Day (a day given for all mothers to celebrate)
We've found this one mostly written as "Mothers Day" for commercial purposes.
When writing about intangible topics, such as two years' time, invert the phrase to test for possession:
In two years' time I will graduate from college. (In the time of two years = possession; add
apostrophe)
|
Copyright
©1998-2008 GrammarCheck
All Rights Reserved
|
|
