Archives for posts with tag: Speaking

When to use farther and when to use further? Tricky one. Farther seems a bit more antiquated to me, with most people deferring to more common, if less logical further.

It turns out that both are fine, though for me you can justify farther when you use it with distance. Saturn is farther from the earth than Jupiter, for example.

I made a quick check of my 600-blog posts, for kicks and giggles, and I use the word farther twice in all of them. A pretty rare occurrence, then, among about 150,000 words. In the one instance I say ‘rippling out your original request in ever farther…’ In the other┬áI’m saying ‘When you’ve got the word ‘have’ in there, it throws it ‘back’ farther to the ‘u’ word.’ Pretty opaque sentences when taken out of context, I know.

Yet both of these are distance-related you could say, rather than the figurative-related, as in ‘I could go further, but I won’t.’

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I wrote in a previous post about the differences between writing for the US and UK markets. Of course, an increasingly popular medium for marketeers┬áis the movie, where the verbal side of the equation – as opposed to the written – comes to the fore.

Those of you in sales will have of course wrestled with the verbal side of accents, be they regional, national or spoken as a second language, from the wealth of face-to-face meetings you’ve had. Getting on with someone verbally is the ‘sine qua non’ of sales success.

As consumers and business-to-business people we’re well used to forming an opinion of someone from their voice and they way they use it, and this is arguably more important in the movie medium where often, in the case of voiceovers, you can hear the person but not see them.

Again, as with writing, it’s important to figure out what your key market is, and how disposed they are to either a regional accent, a domestic accent or a non-domestic one. Statistically speaking, some accents have more of an allure, a cachet, and some are a turn-off. It is what it is.

One of the companies I worked for considered the US its major market and the UK its secondary market. It produced collateral that favoured the US format, spelling and phrasing. For one of its more prestigious videos, it adopted a ‘mid-atlantic’ accent developed with a professional (and quite well-known) actor. Compromise which pleases no-one or sensible one-accent-fits-all approach? It depends, of course :-).