message adaptation

7/27/2019 Message adaptation

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MESSAGE ADAPTATION ANDTHE SELECTION OF WORDS


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Need for Adaptation

Visualize youraudience how they think what they know their education level

Prepare for them

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How to do it:


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Adapting Messages to anAudience

Strategy Organization Word Choice Document Design Photographs and Visuals

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How to Adapt to Multiple Readers

Usually this means simplifyingthe message

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Write for the bottom level


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Use short, familiar words

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DONTIn effect, it was hypothesized that certain physical datacategories including housing types and densities, land use,

characteristics, and ecological location constitute a

scaleable content area. This could be called a continuum ofresidential desirability. Likewise, it was hypothesized that

several social data categories, describing the same censustracts and referring generally to the social stratification

system of the city, would also be scaleable. This scale

could be called a continuum of socioeconomic status.Thirdly, it was hypothesized that there would be a high

positive correlation between the scale types on eachcontinuum.


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Use short, familiar words

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One can tell from an aerial photograph whererich and poor people live. The rich live in big

houses set far apart. The poor live in smallhouses set close together.

DO


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Short, Familiar words VS

Long, Unfamiliar words

Shorten DoAbout Find out Begin Much Decide Harmful

" Abbreviate" Accomplish" Approximately" Ascertain" Commence" Considerable" Determine" Detrimental

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Long, Unfamiliar Words Short, Familiar Words


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Initials and acronyms

VCR FDA CD UN RV NATO

Video cassette recorder Food and Drug Administration Certificate of Deposit/Compact Disc United Nations Recreational Vehicle North Atlantic Treaty Organization

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What do these letters mean?


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Abstract VS Concrete

Our research shows that 87percent of those using this

technique are successful.Your department may hire three

new stock clerks.

We will ship the 41 desks you

ordered by Arrow Freight onOctober 15.

Each of the branch managers willreceived a 15 percent pay raise.

We have found that thistechnique is successful.

Your department may hiresome new employees.

We will ship your order soon.

Each of the branch managerswill receive a substantial pay

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Abstract Concrete


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Suggestions forNondiscriminatory Writing

rewording to eliminate the offending word making the reference plural substituting a neutral expression (he or she, he/

she, s/he, you, one, person).

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Avoid sexist pronouns by


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Reword to eliminate the offending word

We will reimburse anyemployee for travel

expenses paid.A customer who payspromptly is placed on our

preferred list.

A physician should treatpatients with respect.

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Sexist Nonsexist

We will reimburse anyemployee who paid his

travel expenses.If a customer payspromptly, he is placed on

our preferred list.

A physician should treat hispatients with respect.


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Make the reference plural

If customers pay promptly, theyare placed on our preferred list.

When unauthorized employees

enter the security area, they aresubject to dismissal.

Supervisors are not responsiblefor such losses ifthey are not

negligent.

If a customer pays promptly,he is placed on our preferredlist.

When an unauthorizedemployee enters the securityarea, he is subject to

dismissal.

A supervisor is not responsible

for such losses if he is notnegligent.

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Sexist Nonsexist


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Substitute a neutral expression

If a customer pays promptly, heor she is placed on ourpreferred list.

When an unauthorizedemployee enters the securityarea, he/she is subject to

dismissal.A supervisor is not responsiblefor such losses ifs/he is notnegligent.

If a customer pays promptly,he is placed on our preferredlist.

When an unauthorizedemployee enters the securityarea, he is subject to dismissal.

A supervisor is not responsiblefor such losses if he is notnegligent.

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Sexist Nonsexist


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Avoid words with amasculine origin

manufactured, of human origin

personnel, workers

representative, member of Congress

business executive, businessperson

letter carrier, mail carrier

police officer

fire fighter

camera operator

server

man-made

manpower

congressman

businessman

mailman

policeman

fireman

cameraman

waiter/waitress

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Sexist Nonsexist


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Avoid words that lower ones status

lady doctor authoress actress poetess sculptress male nurse male secretary

doctor author actor poet sculptor nurse secretary

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Instead of Use


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Kinds of Audience

Initial Audience Gatekeeper Primary Audience Secondary Audience Watchdog Audience

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Example

An Executive in an advertising agency.His / Her boss, who asks her to write the plan.

Her boss, who approves the plan before it goes to

the client.

The Executive Committee of the client company,which will decide whether to adopt the plan or not.

The marketing staff of the client company, who willbe asked for comments on the plan. The writers,artists, and buyers who will implement the plan.

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