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One axiom of Standard Written English is that your reader is paying close attention and expects you to have done the same.
Focus Focus is now the noun of choice for expressing what people used to mean by concentration (“Sampras’s on-court focus was phenomenal”) and priority (“Our focus is on serving the needs of our customers”).
Because the condition most commonly strikes children living in abject poverty/squalor, it’s a bit like scrofula. scrofulous has gradually extended its sense to mean “corrupt, degenerate, gnarly”, so nomal seems ripe for similar extension; it could serve as a slightly obscure or erudite synonym for “scrofulous, repulsive, pathetically gross, grossly pathetic”… Hairy There are maybe more descriptors for various kinds of hair and hairiness than any other word-set in English, and some of them are extremely strange and fun.
If something is inevitable, it is bound to happen; it cannot be bound to happen and then somehow even more bound to happen. phrase very unique is at best redundant and at worst stupid, like “audible to the ear” or “rectangular in shape”.Fervent A beautiful and expressive word that combines the phonological charms of verve and fever.Lots of writers, though, think fervent is synonymous with fervid, and most dictionary defs. The truth is that there’s a hierarchical trio of zeal-type adjectives, all with roots in the Latin verb fervere (= to boil).You can blame the culture of marketing for some of this difficulty. A deeper issue implicit in the problem of uncomparables is the dissimilarities between Standard Written English and the language of advertising.As the number and rhetorical volume of US ads increase, we become inured to hyperbolic language, which then forces marketers to load superlatives and uncomparables with high-octane modifiers (special - very special - Super-special! Advertising English, which probably deserves to be studied as its own dialect, operates under different syntactic rules than SWE, mainly because AE’s goals and assumptions are different.
Sentences like “We offer a totally unique dining experience”; “Come on down and receive your free gift”; and “Save up to 50 per cent… ” are perfectly OK in Advertising English — but this is because Advertising English is aimed at people who are not paying close attention.