Writers fret over grammar constantly. And yet writing that has impact sometimes breaks the rules, or uses grammatical constructions in unexpected ways. This video looks at techniques that can add emphasis, such as wordplay, dialect, and partial sentences. While requiring a deft touch, learn how you can give your writing a unique and memorable flavor.
- There's a war going on.…On one side are those who believe that correct grammar is…prescribed by educated authorities.…These are the Prescriptivists.…On the other side are those who believe…that the linguist's job is to describe…a language's real world, day to day use.…These are the Descriptivists.…Prescriptivism is easier to teach.…There's a set of rules,…you apply them,…and you're good.…That's why it's what we all learned in school.…It gives everyone a reference for rightness,…but Prescriptivist grammar is bland.…
People from all backgrounds understand it,…but it tends to seem formal or stuffy.…You can increase the impact of your writing…by using grammar as your audience uses it,…which can be quite different…from the rules of a Prescriptivist.…We see this less formal usage a lot in ads.…Here are some ways they've made an impact…by monkeying with grammar.…First, by changing parts of speech.…A string of successful slogans used adjectives…where we expected adverbs.…Apple has "Think Different."…Buick has "Drive Beautiful."…
Author
Tom Geller
Released
11/8/2018- Paraphrase the goals of “write short, write clear, and write right.”
- Recall the strategy used to make long paragraphs easier to read.
- Identify the most-often portion of the page neglected by English-language readers.
- Determine which words to omit from writing.
- Explain why short paragraphs are easy to skim.
- Name two strategies to write more effectively.
- Identify examples of assonance.
Skill Level Intermediate
Duration
Views
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Introduction
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1. What Is Writing with Impact?
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Impact requires purpose2m 59s
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2. Learning about Your Readers
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Seeing through readers' eyes2m 53s
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Using high-context language3m 43s
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3. Understanding How People Read
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Go where the eyes are2m 58s
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4. Write Short
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Getting to the point2m 37s
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Shortening each sentence3m 19s
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Managing paragraph lengths3m 20s
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5. Write Clear
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Bringing out your voice3m 20s
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6. Write Right
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Matching style to genre3m 23s
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Conclusion
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Next steps1m 58s
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Video: Untangling (and subverting) grammar