Less attention is paid to advertisements that do not use actors and actresses than to other types of commercials.
Same example using an affirmative
People pay more attention to commercials with actors and actresses than other types of commercials.
Use clear pronoun references
Be sure that the pronouns you use refer clearly to a noun in the current or previous sentence. If the pronoun refers to a noun that has been implied but not stated, you can clarify the reference by explicitly using that noun.
Example of an unclear pronoun reference
To be successful in college, it is vital to follow several key steps, including attending class and studying thoroughly. This is the most effective way to achieve high grades.
Example of an clearer pronoun reference
To be successful in college, it is vital to follow several key steps, including attending class and studying thoroughly. These steps are the most effective way to achieve high grades.
Avoid the over use of noun forms of verbs
Instead of using noun forms of verbs, or nominalizations, it is better to use a verb that shows action.
Example of a nominalization
The implementation of the new plan had no major problems.
Example of a verb that shows action
The new plan was implemented with no major problems.
Present information in a chronological manner
Sentences should be written in a way that introduces old information first, which should then lead into newer information. This makes it easier for readers to comprehend and follow the flow of a sentence.
Example of an unclear sentence (new to old information)
Over the past few months, the majority of new books have received unflattering reviews. A book on the news media is a recent book that did receive a good review.
Example of a clearer sentence (old to new information)
A recent book on the news media received glowing reviews across the board. However, most new books released over the last few months have not received good reviews.
Use an active voice when writing
Sentences written in an active voice are normally easier to understand than those written in a passive voice. This is because a sentenced constructed with an active voice clearly indicates who or what is performing the action expressed by the verb. Sentences written in active voice are also usually more concise than sentences written in a passive voice. However, it is important to remember that there are situations when it is appropriate to write with a passive voice.
Example of a sentence written in passive voice
A choice was made to reschedule the concert.
Example of a sentence written in active voice
The event planners chose to reschedule the concert.
