{"id":12839,"date":"2023-04-10T01:00:52","date_gmt":"2023-04-10T05:00:52","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=12839"},"modified":"2024-01-01T08:38:17","modified_gmt":"2024-01-01T12:38:17","slug":"adjective-or-adverb","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/04\/adjective-or-adverb\/","title":{"rendered":"Why avoid adjectives or adverbs?"},"content":{"rendered":"<h2>They make journalists cry \u2018hype\u2019 &amp; more<\/h2>\n<p>Why cut adjectives and adverbs from your copy?<\/p>\n<figure id=\"attachment_31841\" aria-describedby=\"caption-attachment-31841\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31841\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/adjective-or-adverb\/adjectives-or-adverbs-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"adjectives-or-adverbs\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Minimize modifiers&lt;\/strong&gt; Avoid marketing fluff and \u2018pouffle dust.\u2019 &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/exclamation-mark-speech-bubble-isolated-on-1256358394&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by ChristianChan&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png\" alt=\"Adjective or adverb\" title=\"Adjective or adverb\" width=\"450\" height=\"300\" class=\"size-full wp-image-31841 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31841\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/04\/adjective-or-adverb\/adjectives-or-adverbs-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"adjectives-or-adverbs\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Minimize modifiers&lt;\/strong&gt; Avoid marketing fluff and \u2018pouffle dust.\u2019 &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/exclamation-mark-speech-bubble-isolated-on-1256358394&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by ChristianChan&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png\" alt=\"Adjective or adverb\" title=\"Adjective or adverb\" width=\"450\" height=\"300\" class=\"size-full wp-image-31841\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/08\/adjectives-or-adverbs-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31841\" class=\"wp-caption-text\"><strong>Minimize modifiers<\/strong> Avoid marketing fluff and \u2018pouffle dust.\u2019 <a href=\"https:\/\/www.shutterstock.com\/image-photo\/exclamation-mark-speech-bubble-isolated-on-1256358394\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by ChristianChan<\/em><\/a><\/figcaption><\/figure>\n<p>Because modifiers:<\/p>\n<h3>1. Strike journalists as hype<\/h3>\n<p>Writing media relations pieces? Journalists hate hype and fluff &hellip; and modifiers are hype-y and fluffy.<\/p>\n<h5>\u201cBe fair. Don\u2019t stretch the truth or tell half-truths. When words such as \u2018first,\u2019 \u2018best,\u2019 \u2018biggest\u2019 or \u2018only\u2019 are used, there had better be supportive explanations.\u201d<\/h5>\n<h6>Journalist to researchers in the 17th Annual Bennett &amp; Company Media Survey<\/h6>\n<p>No wonder people call this stuff marketing fluff. Or, as one of my clients says, &#8220;pouffle dust.&#8221;<\/p>\n<h3>2. Reveal shoddy research<\/h3>\n<p>&#8220;Frequently, we use adjectives to paper over a shortage of facts,&#8221; writes Mark Duvoisin, reporter and editor for the Allentown (Pa.)<em> Morning Call.<\/em> He says:<\/p>\n<h5 class=\"standalone\">\u201cA \u2018troubling number\u2019 \u2014 how many is that? And who was troubled by it? Better to let the facts speak. Did half the workers fail to show? Ten percent? One percent? Give the reader the info and let her judge whether it\u2019s troubling or not.\u201d<\/h5>\n<h3>3. Weaken meaning<\/h3>\n<p>Modifiers usually dilute, rather than intensify, your point.<\/p>\n<h5>\u201c\u2018Very angry\u2019 [is] always less than \u2018angry,\u2019\u201d<\/h5>\n<h6>Donald M. Murray, Pulitzer Prize-winning columnist, in <em>Writing to Deadline: The Journalist at Work.<\/em><\/h6>\n<p>And casino and resort developer Steve Wynn says: &#8220;Have you seen any resort built in the last twenty years that isn&#8217;t world class? Those words have been drained of all their blood.&#8221;<\/p>\n<h3>4. Become clich&eacute;s<\/h3>\n<p>Some adjectives and adverbs combine with nouns and verbs to create formulaic language.<\/p>\n<h5 class=\"standalone\">\u201cKnee-jerk modifiers \u2026 automatically attach themselves to some nouns. Who needs to hear about one more \u2018spirited chase\u2019? Or another \u2018troubled teenager\u2019? And haven\u2019t we all had enough of \u2018angry mobs,\u2019 \u2018nasty cuts,\u2019 and \u2018trying times\u2019?\u201d<\/h5>\n<h6>Jack Hart, managing editor of the <em>Oregonian<\/em>, in <em>A Writer&#8217;s Coach.<\/em> <\/h6>\n<h3>5. Add bulk without meaning<\/h3>\n<p>Besides, modifiers are &#8220;<a href=\"https:\/\/revvingupreadership.com\/2023\/04\/modifiers\/\" target=\"_blank\" rel=\"noopener noreferrer\">the great deceivers<\/a>,&#8221; according to <em>The Associated Press Guide to Good News Writing<\/em>. Choose <a href=\"https:\/\/revvingupreadership.com\/2023\/04\/adjective-adverb\/\" target=\"_blank\" rel=\"noopener noreferrer\">strong nouns and verbs<\/a> instead.<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" 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more<\/p>\n","protected":false},"author":6,"featured_media":31841,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[295],"tags":[121,245],"class_list":{"0":"post-12839","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-phrase-tighteners","8":"tag-cut-through-the-clutter","9":"tag-modifiers","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why avoid adjectives or adverbs?<\/title>\n<meta name=\"description\" content=\"Minimize modifiers: Avoid marketing 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