Formula of readability of Flesh
in a number of the works the late Rudolf Flesh (Rudolf Flesch) dramatized fight of the person against grandiosity and gloom of texts. According to Flesh, any can become a writer. He considers that the people writing as speak will be able to write better. In other words, if people were less inclined to obscure texts 25 - tsentovy words, and would use more simple words, then and communicators could communicate better, and recipients of messages could understand better them.
At the answer to the letter Flesh`s approach looks as follows: “I thank for the offer, Tom. I will consider it and I will answer as soon as I am able“. The contrast to Flesh`s approach would look as follows:“ Your offer was received; after careful studying we will let you know results“. You see a difference? By preparation of texts for the Internet such rectilinear writing of material - the unique approach. There is an uncountable set of examples of how Flesh`s aphorisms are repaid in practice.
the Few would know Shakespeare by heart if his works consisted of such offers: Whether “I have to be guided in the acts by feelings, or it is better to stay idle and by that to stop the existence?“ Shakespeare`s works sustained check for centuries thanks to such phrases how “To be or not to be?“the Scientist who got used to a scientific slang with big hunting would write
: “The flora and fauna of this area showed 100% death rate“. But it is how simpler (and precisely more clear) to write:“ All fish died out“.One of authors of texts of speeches of the president Franklin Roosevelt wrote
once: “We seek for creation of more comprehensive society“. Roosevelt replaced this phrase with following: “We will create the country which any resident will not stand aside“.
Even the most known of all books - the Bible - begins with a simple sentence which could be quite written by the child:“ At the beginning God created the sky and the earth“.Flesh offered
seven recommendations which observance will allow to make the text readable.
- Use admissible reductions.
- Whenever possible make offers without use of the word “that“.
- Use pronouns “I“, “we“, “they“ and “you“.
- Referring to some concept expressed to nouns, repeat the word or use the corresponding pronoun; you should not look for colourful replacement.
- Use short, clear offers. by
- In the paragraph only one question has to be taken up. Write
- in the language clear to the reader.
according to Flesh, the text is good when in it there are no unnecessary digressions. In other words, in the sphere of PR authors of texts for the Internet or other mass media have to remember the following common truths:
- Avoid bulky words.
- Avoid excess words.
- Avoid a cliche.
- Avoid Latin expressions.
- Use active voice.
- Be concrete. Be simpler than
- Be short.
- Be organized.
- Be convincing.
- Be clear.
Along with Flesh some other experts in the field of communications were engaged in how to make written texts legible. Many developed own tools of an assessment of readability. The most known of them is the “Fog Ganninga index“ (Gunning Fog Index) developed by Robert Ganning (Robert Gunning). He estimates ease of reading the text from the point of view of the number of words and their complexity, amount of finished thoughts and average length of offers. The good text cannot mislead or be not clear. It has to be clear.