4 Chap 4 You-Pos-Emph

4 Chap 4 You-Pos-Emph - Where's the fire Direct Your...

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Unformatted text preview: Where's the fire? Direct Your Readers' Attention Where You Want It Positive Language Emphasizes what is POSSIBLE rather than focusing on what is NOT Will Work for Fish Positive Language Persuasive Generous Supports potential Motivates Reinforces QuickTime3 and a TIFF (Uncompressed) decompressor are needed to see this picture. It is the same with people We would all rather have a cookie and a pat on the head than a rotten fish and a kick in the shins. We would all prefer to cooperate than fight. Positive Language Lunch break is at noon. Go get a book for me to read after you get your pajamas on. (My aunt manipulating her grandchildren into getting ready for bed) Positive Language Don't eat at your desk! Get ready for bed or I won't read a story to you! (A less effective grandmother failing at persuading her grandchildren to get ready for bed) Positive Language CAN be abused, for example in this CNN interview with White House Spokesperson Frances Fragos Townsend... "WH: bin Laden Capture "A Success That Hasn't Occurred Yet" By Justin Rood - December 29, 2006, 8:25 AM Five years after the Sept. 11 attacks, Osama bin Laden is still at large -- but that's not a failure of White House policy, says Frances Fragos Townsend. As she explained to CNN's White House correspondent Ed Henry last night: HENRY: You know, going back to September 2001, the president said, dead or alive, we're going to get him. Still don't have him. I know you are saying there's successes on the war on terror, and there have been. That's a failure. TOWNSEND: Well, I'm not sure -- it's a success that hasn't occurred yet. I don't know that I view that as a failure." (Muckraker.com) WH: bin Laden Capture "A Success That Hasn't Occurred Yet" By Justin Rood - December 29, 2006, 8:25 AM Five years after the Sept. 11 attacks, Osama bin Laden is still at large -- but that's not a failure of White House policy, says Frances Fragos Townsend. As she explained to CNN's White House correspondent Ed Henry last night: HENRY: You know, going back to September 2001, the president said, dead or alive, we're going to get him. Still don't have him. I know you are saying there's successes on the war on terror, and there have been. That's a failure. TOWNSEND: Well, I'm not sure -- it's a success that hasn't occurred yet. I don't know that I view that as a failure. "That's not a "D", dad. That's an "A" that hasn't happened yet." "That's not an uncompleted project, Boss. That's a completed project that hasn't been completed yet." "It's not that your leg has been shot off; it's just pursuing its own direction elsewhere." Positive Language should not be used unethically, to obfuscate the truth or to weasel out of something for which you might be responsible. Nor should it be used in an: EMERGENCY You Viewpoint Builds goodwill Makes the recipient of your message the center of attention Emphasizes the readers' needs making them feel important BUT Can be considered manipulative and dishonest You Viewpoint I'm happy you did better on the second test! I don't like your hair in your eyes like that. I don't know anyone like you! You Viewpoint You did so much better on the second test! You need a haircut. You are extraordinary! Techniques of Emphasis Position -- first and last points are the most memorable. Space -- points given the most space appear most important. Sentence Structure -- simple short sentences have more punch and are more memorable. Mechanical means -- bullets, underlining, italics, bolding, colors Using Positive Language You Viewpoint and Techniques of Emphasis helps you focus your readers' attention on what YOU want them to notice. These tools make your ideas easier for your audience to find, read and remember. The End ...
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