Every language has its own organizational patterns that may or may not be altered. Sometimes to express specific meanings or to signify special meanings, the expected sequence is interrupted. As explained by Jane Bailey, a Seattle translation services worker, in English the normal pattern is subject, verb, completer(s). When we vary this sequence, we draw attention to the out-of-place component. In addition, the most important idea always appears in the main clause, never in a subordinate clause. These commonplaces of structure signal the writer’s meanings to the reader, as well as instructions for reading and interpreting the text.
And every language has multiple words with the same meanings, but these meanings usually are not the same. They may express shades of an idea or only one aspect of it, be appropriate only in a specific context, apply only to one thing or idea, suggest a specific connotation, or by their history and etymology create own tone and associations. Very few words are truly equal in meaning.
In advertising, inventive playing with varying meanings and associations attracts attention and sells products. In contrast, in report writing, the word with the precise meaning in the context of the rest of the writing and the work environment is necessary to assure that all readers understand the writer’s message and intent and that all readers interpret the message in the same way.
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