Salt Lake Telegram | 1923-11-18 | Page 26 | English Shows Improvement

IMPROVEMENT s. s Slang and Poor Phrases s Passing URBANA Ill Nov 17 By A A. A P P. The The English of sales ales has rache a a. standard as high as the general standard in adv advertising andIn and andin in Journalism journalism according to Mrs Ms Alta AHa Gwinn Saunders director of business English work at the University University Uni Uni- of ot Illinois r I lo o not maintain that good English Is he the one test of or a good letter nor that It Is the most Important Important important Im Im- im- im element of ot a a. good leter lter Mrs Saunders asserts It ItIs Is Ia my contention hat that it is as important to the good letter as aa Is any other element ele element element ele- ele ment and that a letter cannot be a good letter until good English Is ls combined I with a business e mind good character r pleasing le I personality personal personal- ers f ity and knowledge of human nature nature nature na na- na- na ture in getting results My Iy definition of good English does not t include e slang ln colloquialIsms colloquial colloquial- oe Y isms or slouchy F. F English h sometimes used In letters that get results but the English that conforms to the way writers of ot English ordinarily ly write and the tho English used in successful letter letter This means the I best language of ot dally daily life tha that which Is adapted to all s sections of the tho country u and to good taste It I means a English h appropriate r I t to t the occasion the subject matter and the person Tho categories of or bad ad English are Disregard o of the elementary rules of grammar inaccuracies of ot expression stereo stereotyped diction and inflated diction The main concerns of good English are structure cf tt the whole composition paragraphs paragraphs paragraphs para para- graphs and sentences and simple plain direct and appropriate language language language lan lan- guage English that is moral so social social social so- so cial and artistic Awkwardness and crudities are dl disappearing There Is growing up upa a a. free tree plain like tradesman style becoming to the the nature of at its subJect subJect subject sub sub- matter There is a noticeable growth in the artistic quality o of the descriptive and narrative parts of ot sales letters