
At the mention of the noun, “grammar,” often evoke and attract different thoughts and comments to define the meaning of the two-syllable expression. To some, it conjures using flowery words or pompous statements to amuse and at same time confuse the audience one is speaking to. For others, the man or woman who uses bombastic words to mesmerise the people is simply a grammarian, schooled in classics. The English purists and masters would rather scold the individual than celebrate him or her for playing to the gallery without making sense.
This is true assessment of users of the language who think grandiloquence, that is, speaking or writing in a pompous, self-important style, attract the audience to themselves, be respected or applauded for mastery of the language. They forget that instead of carrying along those they want to address, they make a mockery of the situation by cutting off the population, because they cannot understand and assimilate the message. Impressing one’s self by churning out vocabularies the listeners could hardly grasp or quickly comprehend is the exact opposite of expressing one’s thought or idea in simple straightforward English.
There lies the problem of sounding ambiguous and ineffective in delivering the information for the target audience to desire and act appropriately. Verbosity and unfamiliar words rather than relax the mind create tension and unnecessary anxiety to look up for the meaning of the word in the dictionary thereby losing concentration. The people or audience are interested in understanding the message one intends to pass across not in pompous or high-sounding expressions that alienate them, and denying them the chance to be properly be educated. Little wonder, the Adman or advertising man/practitioner is smarter in the use of simple, catchy phrases to draw attention and interest of the consumers of products and services.
For act of advertising to be complete, the AIDA formula, popular among the advertising process, is simply thus: A – for attention, I – for interest, D – for desire, and A – for action. The writer, journalist and the reporter should always bear in mind the purpose of mass communication is to get as many people as possible to act on the piece of information sent to them. Avoid the temptation of using compound words, rigmarole or beat about the bush to find the right vocabulary to express one’s self. However, I need to define grammar as explained by Chambers 21st Century Dictionary, then the “KISS” acronym and why one must adopt it to make sense.
Grammar, according to dictionary, is “the accepted rules by which words are formed and combined into sentences.” If we understand the explanation well, grammar is not about sounding big and impressing oneself, but rather careful arrangement of words to create the desired impact for people to act, make the right choices. The “KISS” acronym entails “keeping it short and simple.” In order words, the audiences are more at home with simple, short and straightforward statements. They are averse to big grammar and long winding expressions that could possibly keep them guessing what the author or writer wants them to know, or act upon.
After all, the three cardinal pillars of mass communication are to educate, inform and entertain. In short, your vocabulary should be for the common good! If I may add here. Leave jargons or scientific/ technical expressions alone for trade unions, academics and other exclusive clubs and associations to trade on. But it behooves on the writer, journalist and the reporter to break them down to the simplest form to be understood by the general public.