The “keep it simple” (KISS) approach to writing is not all that new. Two thousand years ago, the Roman philosopher Seneca advised that in expressing oneself, “We do not need many words, only effective ones”.
Thomas Jefferson, principal author of the American Declaration of Independence, weighed in with: “The most valuable of all talents is that of never using two words when one will do”. Hemingway, Nobel Prize Laureate in Literature (1954), concurred.
Here’s a list of tacky tautologies (duplications and redundancies) and silly superfluities I’ve come across while editing. It’s dedicated to plain language fanatics. Let’s eradicate mechanical, repetitive and meaningless speech or writing (known as psittacism – from “psitaccus”, Latin for “parrot”).
Enjoy spotting the repetitions and illogicalities:
Classic tautologies
• Eroded away
• The old classics
• Fellow friends
• A grown-up adult (An adult)
• They merged together / they merged as one
• Blending together
• Joined together
• All the little detail
Superfluous words
• It will gradually be phased out
• The largest share of (= most)
• With its own en suite bathroom
• One of the oldest surviving species today
• On a daily basis (= daily; similarly “annually”.)
• A main priority
• Within 15 minutes, or less
• Old vintage car for sale
• Of all his achievements in life
• Rehashing an idea time and time again
• He still currently works…
• It’s a clear indication
• As a result of this…
• Heart of the city centre
• An indispensable addition to
• Looking forward in anticipation
• He went on to work… (= He worked)
• Exported to 30 different countries
• Escalating more rapidly
• At 9am in the morning
• Over-exaggerated
• Continue on
• Return back
• Revert back
• To focus specifically
• Focusing primarily on
• Literally on your doorstep (Note: OYD is a figurative expression. The qualification “literally” is generally used as an extension of the expression in an attempt to give it literal currency, when in fact, particularly in real estate-speak, it’s a deceit.)
Miscellaneous marketing mistakes
• “If peak demand was reduced down…” (Eskom – SA State Electricity Dept.)
• “It is important that we never combine two brand identities together.”
(Pearson Education)
• “The decision is that we go after him and retrieve our money back.”
(Senior PRASA Manager – SA rail agency)
• Over the years “x” has evolved (Rather say: Since *year*, “x” has evolved)
• A variety of different flavours
• In the public world
• Benefits of the product (= product benefits)
Completed states of being
• Totally depleted
• Pure perfection
• Most pristine
• Most unique
Corporate waffle
• Headed up by…
• Occupying the title of MD (= as MD)
• Where he currently holds the position of Managing Director (= where he is
currently MD)
• Lives his life
A smattering of oxymorons
• Try to ensure [Either you tackle something squarely with a goal in mind or
you merely attempt it. What’s the objective?]
• A focused twist
• A comprehensive overview [Either its in-depth or it’s a summary; it cannot
be both.]
• Superficial to the core
