Writing

The popularity of the English language spread with the British Empire. Over four centuries, the English vocabulary expanded by absorbing words and phrases from diverse languages and cultures. Various geographies developed dialects–specific styles and patterns in spelling, grammar and sentence construction.

Two of the predominant dialects of English are the British style (through the expansion of the British Empire) and American style (courtesy of American capitalism.)

Differences in spelling and vocabulary are easily noticeable: colour (in British English) v/s color (in American English), cutlery v/s silverware, petrol v/s gasoline, aeroplane v/s airplane, etc. Purists can also recognise differences in grammar and usage: ‘Indianapolis are the champions‘ (in British English) v/s ‘Indianapolis is the champion’ (in American English.)

Guidelines to Choose between British and American English

When working on a résumé, report or any other form of written communication, here are three general guidelines to choose between the British style and American style.

• When writing for a predominantly American audience, use the American style. When writing for a predominantly British audience, including audience in the former British-colonies (India, Singapore, etc.,) use the British style. For example, use American spellings and grammar to compose a résumé for an ‘on-site’ job opening in the United States.
• Use the style that is apt for the subject of your document. For example, if you are writing an article on the Fall-colours you witnessed during your trip to the United States, use the term ‘Fall‘ instead ‘Autumn‘ to refer to the season, even if you are writing for a predominantly British audience. (‘Fall’ in American English is equivalent to ‘Autumn’ in British English.)
• If you are writing for a broader audience, be consistent–pick a style and stick to it throughout the document.

“Of the modes of persuasion furnished by the spoken word there are three kinds. The first kind depends on the personal character of the speaker; the second on putting the audience into a certain frame of mind; the third on the proof, provided by the words of the speech itself.”
– A Rephrasing of Aristotle’s Rhetoric

The choice of words is one of the key components of persuasive communication. In marketing, advertising, grant- or project proposal writing, or in most other interactions, we attempt to influence someone’s mind about an idea or a product.

Below is a list (in order) of the twelve most persuasive words that have proven to be most influential on listeners’ or readers’ minds. Often, advertisements consist of crafty constructions of these words. Surprisingly, the word ‘free’ is absent. The Language Log website at the University of Pennsylvania has an interesting thread on the source of this list.

1. You
2. Money
3. Save
4. New
5. Results
6. Health
7. Easy
8. Safety
9. Love
10. Discovery
11. Proven
12. Guarantee

How will we use these words in our verbal and written communications? How will we incorporate these words into our everyday vocabulary?