- Jon Lee Anderson
Postscript: Hugo Chavez, 1954-2013: http://nyr.kr/13F3j3s
1. Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
2. Never use a long word where a short one will do.
3. If it is possible to cut a word out, always cut it out.
4. Never use the passive where you can use the active.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
6. Break any of these rules sooner than say anything outright barbarous."
“Some of the tricks being use to seduce us are subtle, and awareness is key: the gentle canned music; the in-store bakery aromas; the soft drink coolers by the checkout lanes; the placement of some of the most profitable but worst-for-you foods at eye level, with healthier staples like whole wheat flour or plain oats on the lowest shelf and the fresh fruits and vegetables way off on one side of the store.
But there is nothing subtle about the products themselves. They are knowingly designed - engineered is the better word - to maximize their allure. Their packaging is tailored to excite our kids. Their advertising uses every psychological trick to overcome any logical arguments we might have for passing the product by. Their taste is so powerful, we remember it from the last time we walked down the aisle and succumbed, snatching them up. And above all else, their formulas are calculated and perfected by scientists who know very well what they are doing. The most crucial point to know is that there is nothing accidental in the grocery store. All of this is done with a purpose.”
— Michael Moss, excerpted from Salt Sugar Fat: How the Food Giants Hooked Us