Test your knowledge

ANS1: We normally use you and your in “you attitude” because it is best
implemented by expressing your message in terms of the audience’s interest
and needs. It is not necessary to always use “you” sometimes we also use
“we” but the point is that we have to keep in mind the reader’s interest.

Ans2: Establishing credibility is vital because people are more likely to react
positively to your message when they have confidence in you.

Ans3: Bias-free language helps communicators to establish a good

relationship with audience because it avoids words and phrases that are
unfair and even unethical for audience.

Ans4: Because denotative meaning are the literal and dictionary meaning of
a word but connotative are the feelings evoked by word.

Ans5: Style is the way you use to achieve a certain tone and we decide right
style on the basis of nature of message and our relationship with reader.

Ans6: Abstract word differs from concrete word because abstract word
expresses a concept. Quality or characteristic however a concrete word
stands for something you can touch and see.

Ans7: Passive voice useful in following situations

• When you want to be diplomatic about pointing out a problem or error

of some kind

• When you want to point out what’s being done without taking or
attributing either the credit or the blame

• When you want to avoid personal pronouns in order to create an

objective tone

Ans8: Topic sentence can help reader in a way that it provides a summary of
the general idea that will be covered in the rest of paragraph.

Ans9: It helps writer in a way that it reminds writer about the purpose of
each paragraph.

Ans10: Transitions serve following functions

• Connecting words
• Echo a word or phrase from a previous paragraph or sentence

• Refers to a noun used previously

• Refers to frequently paired words

Apply your knowledge

Ans1: If we don’t know our audience we need to be on our best behavior,

our tone must aim toward being friendly and helpful without being casual. In
such way we can use “you attitude”.

Ans2: I can compose a message by keeping in mind the interest and

preference of communication style of my company over my own views and
communication style.

Ans3: We can make abstract term like “opportunity” feel more concrete by
describing what is opportunity? Like an opportunity for business may be to
open new branch of business in Lahore.

Ans4: Yes I will use transitional words even the logical sequence is already
obvious because transitional words will help the reader in smooth reading
and also because they are necessary for effective writing.

Ans5: Yes it is responsibility on the part of food manufacturers to ensure

consumer read warnings because sometimes it can cause them death and it
is also the responsibility of buyer to read those warnings.

Practice your knowledge

Ans:

(1) Following are weaknesses and strengths of message

• Writer did not use “you attitude” like he is saying that our “e-tailing
site”

• Writer is using long reading sentences

• Writer used difficult words

• The strength is that writer mentioned that they only deals with best
products
(2) Revised document:

Your e-tailing site, www.BestBabyGear.com, is dealing only with very best

products for parents of newborn, baby and toddlers. Your website
www.BestBabyGear.com won award because we search good, classy and
built enough products from hundreds of other products. Most demanding
products are selected that saves your time. We glad to add your inglesina
lines as soon as you meet requirements.

Exercises

5.1 Ans:

A: you claimed

B: Omit it

C: you ignored

D: omit it

E: We will replace the product

F: Please enclose

G: Please send us

H: Omit it

I: Omit it

J: Omit it

5.2 Ans:

A: Write your email according to the order mentioned on website

B: You can purchase goods with credit card

C: We are offering 25 percent discount on purchase of 15-inch LCD monitors

D: I am applying for the job of bookkeeper in your office. My bio data is

attached with email.

E: We are sending you the refund of $25

5.3 Ans:
A: Please give us payment within 10 days

B: We will refunds on returned merchandise

C: We will ship you order after 10 days

D: Please specify the color of blouse

E: We will provide you 6 months guarantee and you can also enjoy valve
replacement by paying $9.50 fee

5.4 Ans:

A: You attitude should be flexible

B: Do work correctly

C: Do work using brain

D: Do work according your ability

E: Always speak with reasonable voice

5.5 Ans:

A: Maggie certainly is outgoing

B: His job performance is good even he is unfit

C: A pilot require an ability to stay calm and solve problem in difficult

situation

D: Students and parents will attend the debate

D: Senior citizen is still an active salesman

5.6 Ans:

The language of letter is not ethical and it is also not conveying company’s
influence in the community. Company should use simple language.

5.7 Ans

We received your order complaint. We will ship your order as soon as we

receive size of your ordered dress.

5.8 Ans:
A: We will meet after two days

B: One lac saving

C: 20000 people attended

D: Increased employees work efficiency

E: Opened new branch in Lahore

5.9 Ans:

A : STRONGER LEADER

B: RECUURING CYCLE

C: INTELLIGENT

D: UNCERTAINTY

E: FASTER GROWING

5.10 Ans:

A: Dave worked well in his new general manger job due to his ability

B: Moving Leslie into the accounting department because it best suits with
her ability

C: I knew she was near to death but doctor would cure her

D: I do not watch movies because they cannot replace a book

E: The world is a very fast and full of competition

5.11 Ans:

A:launch

B: come to an end

C: make use of

D: look forward to

E: consequently
F: undertaking

G: establish

H: acquire

I skillful

J: recommend

K: modification

L: forward

M: nonetheless

N: extensive

O: Sufficient

5.12. ans.

a. According to you / following you/ obeying your instructions

b. Enclosed

c. In place of/ instead of / in compensate for

d. Feedback

e. Recommendation / in my humble opinion

5.13. ans.

Dear sir,

I think that there is some sort of injustice from your end regarding your
accounting class this term and I am sure about “B” grade but you awarded
me a “C” that is totally adverse that I have got 80 in the final then how its
possible. I have certain issues and worst circumstances regarding work and
money, after all you make my interest in accounting and I will be thankful to
that.

5.14. ans.

a. Sales representative enters raw data into customer relationship

management system each Friday
b. Management publishes high profits

c. The staff implements the policies that are announced in the directive.

d. Santee Company services our computers

e. Janet Hogan Represents the employees

5.15. ans.

Topic sentence

“ITunes”

Related Sentences

“IPod”,”Songs” and “Playlist”

Topic Sentence to Following Paragraph

Analysis Of customer’s experience

5.16. ans.

a.
1. Ultra compact digital cameras
They are very small, lightweight,
2. Compact digital cameras
Compact and lightweight and point-and-shoot automatic
Advanced digital cameras
3. Digital single lens reflex cameras
On top-of-the-line. They have outstanding optics, produce high resolution
images in all types of light, and accept interchangeable lenses and
sophisticated accessories
4. Micro Four Thirds cameras
Are digital single lens reflex-like. Unlike SLRs and DSLRs, they have no reflex
mirrors and optical viewfinders.
5. Mirrorless interchangeable lens cameras
like Micro Four Thirds, have no reflex mirrors or built-in optical viewfinders.
6. Interchangeable lens unit camera system
 It consists of a body and separate camera units. Each camera unit contains
a different lens,

b.

Advantages Disadvantages

c.

Cause Effect

Need of money Increase economy

Support Family Work Load
Fulfill Desires Tough Schedule
Enjoy Luxurious Life Profitable for firm
To stay Engaged Increase Productivities

d.

1.One-family houses [one family, occupying the whole house from cellar to
roof]: Detached; semi-detached; group; or row.

2.Two-family houses [one family above the other] subdivided as

previously described.

Speed and Cheaper Fat and Calories 3.Multi-

family
Fresh ingredients Indigestion houses
Time Saving Costly Family Deals [ranging
Convenience Unhealthy than home-made from
Meets a need Cause diseases the buildi
Change of taste risk of suffering from strokes ng in
Variety of Meals Unhygienic
which every apartment is equipped for housekeeping, through that where a
common dining room supplements or supersedes the housewife's efforts, to
the hotel where cooking in an apartment is strictly forbidden]: Detached;
group; or row

e.

Problem Solution

Taste bad Proper Mixing

Bitter Clean Pot

Poor water quality Purified Water

incorrect ratio Proper Measure

5.17. ans.

Usage of well-established techniques for writing in plain English, To create

clearer and more informative disclosure documents.

Plain English means analyzing and deciding what information Investors need
to make informed decisions, before words, sentences, or paragraphs are
considered.

This document follows SEC’s plain-English guidelines.

5.18. ans.

a. Steve Case saw infinite possibilities on online business, he determine to

turn his vision practically.

The techies Scoffed has the strategy of making a simple Internet service for
common people.

Case Doggedly follow his dream. He analyzed other online services. He

realize the needs of his customers. He respond to their desires for an easier
way to get information over internet.

In 1992 Steve Case names his company (AOL). Opponent predicted the
company’s end. By the end of the century AOL become profitable. An
unfortunate merger with time Warner was a financial disaster and lead to
Case’s expulsion from the company.

b. Facing some of the difficult challengers in the world, Harley Davidson had
to make some changes. The company introduced new products. Their
management team decides to rebuild the company’s production process.
New products are coming to markets and the company becomes profitable.
Their quality standards were not up to mark with those of its foreign
challengers. Their costs are very high. They take a sharp turn and rebuild
the company’s organizational structure. Their efforts have paid off.

c. Whenever you are indulging a doughnut in New York or California, Krispy

Krene wants you to enjoy the same great taste in every bite. The company
maintains consistent quality by efficiently controlling all steps of production
process. It tests all raw elements. Wheat flour is measured correctly for
moisture and protein level. It blends the elements, it test the doughnuts mix
for quality. It brings the mix to its stores. Financial critics are not as kind for
the company like food critics. Claim of improper financial reporting have left
the company’s future in uncertainty.

5.19. ans.

The use of terms that are high in connotative meaning should include all
relevant information, it must be true in every sense, and is deceptive in any
way is ethical. In contrast, unethical communication can include falsehood
and misleading information as plagiarism and distorting visuals etc.

Expand your knowledge

1. Your letters will be more successful if you focus on positive wording

rather than negative, simply because most people respond more
favorably to positive ideas than negative ones. Words that affect your
reader positively are likely to produce the response you desire in
letter-writing situations. A positive emphasis will persuade the reader
and create goodwill. In contrast, negative words may generate
resistance and other unfavorable reactions. You should therefore be
careful to avoid words with negative connotations. These words either
deny for example, no, do not, refuse, and stop or convey unhappy or
unpleasant associations for example, unfortunately, unable
to, cannot, mistake, problem, error, damage, loss, and failure.

Place good news in positions of high emphasis: at the beginnings and

endings of paragraphs, letters, and even sentences.

Place bad news in secondary positions: in the center of paragraphs,

letters, and, if possible, sentences.

2. Six factors of tone

• Be confident.
• Be courteous and sincere.
• Use appropriate emphasis and subordination.
• Use non-discriminatory language.
• Stress the benefits for the reader.
• Write at an appropriate level of difficulty.

Organization: Fitting the Form to Message and Audience

1. Have I structured my letter or report according to what my reader's
reaction to my message is likely to be?
 o Have I used the direct approach (which begins with good news or
the main idea and fills in necessary explanation later) when my
reader is likely to consider my message favorable or neutral?
o Have I used the indirect approach (which begins with a buffer
and requires necessary explanation and detail before the
decision is stated) when my reader is likely to consider my
message unfavorably or when he or she will need to be
persuaded?
2. Have I included transitions which will show my reader the relationships
between my sentences and paragraphs?
3. Does one paragraph logically follow the preceding paragraph and lead
into the one which follows?

Correctness: Using Conventional Grammar, Spelling, and

Punctuation

Since most writers have problems with only particular types of spelling,
grammar, and/or punctuation errors, you should read through your final
drafts carefully looking for those errors which you frequently commit. Slowly
reading through your letter or report once for EACH of these errors will, in
most cases, insure that your reader's attention will be focused on your
message, not on your mechanical errors.

Surfing Your Way to Career Success

1. It offers euphemism as the use of a word or phrase to replace

another with one that is considered less offensive or less vulgar than the
word or phrase it replaces and it helps by different resources, examples and
articles on it.

2. It offers Avoiding Gender Bias in Pronouns Biased language can

cause your reader to focus on how you say something rather than what you
say. If your language is free of bias, it should offend no one; ideally, no one
should even notice that you have made an effort to reduce unnecessary
phrases it helps by different resources, examples and articles on it.

3. It offers THE PLAIN ENGLISH as for business, local councils and

government departments: for customer-focused, reader-friendly written
communication and it helps by different resources, examples and articles on
it.