TAKING THE STARCH OUT OF THE MARCH

BY GERALD MYGATT

Don't most of us--that is, those of us who are unfamiliar with army life and with things military in general--don't most of us picture marching troops as swinging down a road in perfect step, left arms moving in unison, rifles held smartly at the right shoulder, head and eyes straight to the front (with never so much as a forehead wrinkled to dislodge a mosquito or a fly), and with the band of the fife-and-drum corps playing gaily at the head of the column? Of course we do. Because that's the way we see them on parade.

A march is a far different thing. A march is simply the means of getting so many men from one place to another in the quickest time and in the best possible condition. And it may astonish one to be told that marching is the princ.i.p.al occupation of troops in the field--that it is one of the hardest things for troops to learn to do properly, and that it is one of the chief causes of loss.

ADDRESSING THE READER DIRECTLY. A direct personal appeal makes a good opening for an article. The writer seems to be talking to each reader individually instead of merely writing for thousands. This form of address may seem to hark back to the days of the "gentle reader," but its appeal is perennial. To the p.r.o.noun "you" may be added the designation of the particular cla.s.s of readers addressed, such as "You, mothers," or "You, Mr. Salaried Man." The imperative verb is perhaps the strongest form of direct address. There is danger of overdoing the "do-this-and-don't-do-that" style, particularly in articles of practical guidance, but that need not deter a writer from using the imperative beginning occasionally.

DIRECT ADDRESS BEGINNINGS

(1)

(_New York Times_)

SMALL CHANCE FOR DRAFT DODGERS IF DOCTORS KNOW THEIR BUSINESS

A word with you, Mr. Would-Be-Slacker. If you 're thinking of trying to dodge the selective draft by pretending physical disability when you get before the local exemption board, here's a bit of advice: Don't. Since you are Mr. Would-Be-Slacker there is no use preaching patriotism to you. But here is something that will influence you: If you try to dodge the draft and are caught, there is a heavy penalty, both fine and imprisonment; and you're almost sure to get caught.

(2)

(_American Magazine_)

THE GENERAL MANAGER OF COWBELL "HOLLER"

BY BRUCE BARTON

You would never in the world find Cowbell "Holler" alone, so I will tell you how to get there. You come over the Big Hill pike until you reach West Pinnacle. It was from the peak of West Pinnacle that Daniel Boone first looked out over the blue gra.s.s region of Kentucky. You follow the pike around the base of the Pinnacle, and there you are, right in the heart of Cowbell "Holler," and only two pastures and a creek away from Miss Adelia Fox's rural social settlement--the first of its kind, so far as I know, in America.

(3)

(_Chicago Tribune_)

THE ROAD TO RETAIL SUCCESS

BY BENJAMIN H. JEFFERSON

You all know the retail druggist who has worked fifteen or sixteen hours a day all his life, and now, as an old man, is forced to discharge his only clerk. You all know the grocer who has changed from one store to another and another, and who finally turns up as a collector for your milkman. You all know the hard working milliner and, perhaps, have followed her career until she was lost to sight amid sickness and distress. You all have friends among stationers and newsdealers. You have seen them labor day in and day out, from early morning until late at night; and have observed with sorrow the small fruits of their many years of toil.

Why did they fail?

(4)

(_Ill.u.s.trated Sunday Magazine_)

THE MAN WHO PUT THE "PEP" IN PRINTING

Look at your watch.

How long is a second? Gone as you look at the tiny hand, isn't it?

Yet within that one second it is possible to print, cut, fold and stack sixteen and two-thirds newspapers!

Watch the second hand make one revolution--a minute. Within that minute it is possible to print, cut, fold and stack in neat piles one thousand big newspapers! To do that is putting "pep" in printing, and Henry A. Wise Wood is the man who did it.

CHAPTER VIII

STYLE

STYLE DEFINED. Style, or the manner in which ideas and emotions are expressed, is as important in special feature writing as it is in any other kind of literary work. A writer may select an excellent subject, may formulate a definite purpose, and may choose the type of article best suited to his needs, but if he is unable to express his thoughts effectively, his article will be a failure. Style is not to be regarded as mere ornament added to ordinary forms of expression. It is not an incidental element, but rather the fundamental part of all literary composition, the means by which a writer transfers what is in his own mind to the minds of his readers. It is a vehicle for conveying ideas and emotions. The more easily, accurately, and completely the reader gets the author's thoughts and feelings, the better is the style.

The style of an article needs to be adapted both to the readers and to the subject. An article for a boys' magazine would be written in a style different from that of a story on the same subject intended for a Sunday newspaper. The style appropriate to an entertaining story on odd superst.i.tions of business men would be unsuitable for a popular exposition of wireless telephony. In a word, the style of a special article demands as careful consideration as does its subject, purpose, and structure.

Since it may be a.s.sumed that any one who aspires to write for newspapers and magazines has a general knowledge of the principles of composition and of the elements and qualities of style, only such points of style as are important in special feature writing will be discussed in this chapter.

The elements of style are: (1) words, (2) figures of speech, (3) sentences, and (4) paragraphs. The kinds of words, figures, sentences, and paragraphs used, and the way in which they are combined, determine the style.

WORDS. In the choice of words for popular articles, three points are important: (1) only such words may be used as are familiar to the average person, (2) concrete terms make a much more definite impression than general ones, and (3) words that carry with them a.s.sociated ideas and feelings are more effective than words that lack such intellectual and emotional connotation.

The rapid reader cannot stop to refer to the dictionary for words that he does not know. Although the special feature writer is limited to terms familiar to the average reader, he need not confine himself to commonplace, colloquial diction; most readers know the meaning of many more words than they themselves use in everyday conversation. In treating technical topics, it is often necessary to employ some unfamiliar terms, but these may readily be explained the first time they appear. Whenever the writer is in doubt as to whether or not his readers will understand a certain term, the safest course is to explain it or to subst.i.tute one that is sure to be understood.

Since most persons grasp concrete ideas more quickly than abstract ones, specific words should be given the preference in popular articles. To create concrete images must be the writer's constant aim. Instead of a general term like "walk," for example, he should select a specific, picture-making word such as hurry, dash, run, race, amble, stroll, stride, shuffle, shamble, limp, strut, stalk. For the word "horse" he may subst.i.tute a definite term like sorrel, bay, percheron, nag, charger, steed, broncho, or pony. In narrative and descriptive writing particularly, it is necessary to use words that make pictures and that reproduce sounds and other sense impressions. In the effort to make his diction specific, however, the writer must guard against bizarre effects and an excessive use of adjectives and adverbs. Verbs, quite as much as nouns, adjectives, and adverbs, produce clear, vivid images when skillfully handled.

Some words carry with them a.s.sociated ideas and emotions, while others do not. The feelings and ideas thus a.s.sociated with words const.i.tute their emotional and intellectual connotation, as distinct from their logical meaning, or denotation. The word "home," for example, denotes simply one's place of residence, but it connotes all the thoughts and feelings a.s.sociated with one's own house and family circle. Such a word is said to have a rich emotional connotation because it arouses strong feeling. It also has a rich intellectual connotation since it calls up many a.s.sociated images. Words and phrases that are peculiar to the Bible or to the church service carry with them mental images and emotions connected with religious worship. In a personality sketch of a spiritual leader, for example, such words and phrases would be particularly effective to create the atmosphere with which such a man might very appropriately be invested. Since homely, colloquial expressions have entirely different a.s.sociations, they would be entirely out of keeping with the tone of such a sketch, unless the religious leader were an unconventional revivalist. A single word with the wrong connotation may seriously affect the tone of a paragraph. On the other hand, words and phrases rich in appropriate suggestion heighten immeasurably the effectiveness of an article.

The value of concrete words is shown in the following paragraphs taken from a newspaper article describing a gas attack:

There was a faint green vapor, which swayed and hung under the lee of the raised parapet two hundred yards away. It increased in volume, and at last rose high enough to be caught by the wind. It strayed out in tattered yellowish streamers toward the English lines, half dissipating itself in twenty yards, until the steady outpour of the green smoke gave it reinforcement and it made headway. Then, creeping forward from tuft to tuft, and preceded by an acrid and parching whiff, the curling and tumbling vapor reached the English lines in a wall twenty feet high.

As the grayish cloud drifted over the parapet, there was a stifled call from some dozen men who had carelessly let their protectors drop. The gas was terrible. A breath of it was like a wolf at the throat, like hot ashes in the windpipe.

The yellowish waves of gas became more greenish in color as fresh volumes poured out continually from the squat iron cylinders which had now been raised and placed outside the trenches by the Germans.

The translucent flood flowed over the parapet, linking at once on the inner side and forming vague, gauzy pools and backwaters, in which men stood knee deep while the lighter gas was blown in their faces over the parapet.

FAULTS IN DICTION. Since newspaper reporters and correspondents are called upon day after day to write on similar events and to write at top speed, they are p.r.o.ne to use the same words over and over again, without making much of an effort to "find the one noun that best expresses the idea, the one verb needed to give it life, and the one adjective to qualify it." This tendency to use trite, general, "woolly" words instead of fresh, concrete ones is not infrequently seen in special feature stories written by newspaper workers. Every writer who aims to give to his articles some distinction in style should guard against the danger of writing what has aptly been termed "jargon." "To write jargon," says Sir Arthur Quiller-Couch in his book, "On the Art of Writing," "is to be perpetually shuffling around in the fog and cotton-wool of abstract terms. So long as you prefer abstract words, which express other men's summarized concepts of things, to concrete ones which lie as near as can be reached to things themselves and are the first-hand material for your thoughts, you will remain, at the best, writers at second-hand. If your language be jargon, your intellect, if not your whole character, will almost certainly correspond. Where your mind should go straight, it will dodge; the difficulties it should approach with a fair front and grip with a firm hand it will be seeking to evade or circ.u.mvent. For the style is the man, and where a man's treasure is there his heart, and his brain, and his writing, will be also."

FIGURES OF SPEECH. To most persons the term "figure of speech" suggests such figures as metonymy and synecdoche, which they once learned to define, but never thought of using voluntarily in their own writing.

Figures of speech are too often regarded as ornaments suited only to poetry or poetical prose. With these popular notions in mind, a writer for newspapers and magazines may quite naturally conclude that figurative expressions have little or no practical value in his work.

Figures of speech, however, are great aids, not only to clearness and conciseness, but to the vividness of an article. They a.s.sist the reader to grasp ideas quickly and they stimulate his imagination and his emotions.

a.s.sociation of ideas is the principle underlying figurative expressions.

By a figure of speech a writer shows his readers the relation between a new idea and one already familiar to them. An unfamiliar object, for example, is likened to a familiar one, directly, as in the simile, or by implication, as in the metaphor. As the object brought into relation with the new idea is more familiar and more concrete, the effect of the figure is to simplify the subject that is being explained, and to make it more easy of comprehension.