Ignorance may really be bliss
What happens when readers are overloaded with information?
Ralph L. Lowenstein and John C. Merrill, authors of Macromedia: Mission, Message and Morality, write:
“(T)he more communications we receive, the less each is taken seriously. In a sense, we are experiencing a period of communication inflation in which messages become ‘cheaper’ (of less value) as they become more numerous.
“One research study has shown that the average American is exposed to 1,600 advertising messages each day but is moved pro or con by no more than 15 of them.
“Undoubtedly there is also an increase in total quality, but this seems obscured in the repetitions, jargonized gush of pap and prattle.
“Ignorance perhaps is really bliss, and a kind of ‘ostrich complex’ may prove the sanest stance for a human being to take today.”
Have your readers stuck their heads in the sand? How do you overcome “continuous partial attention“?
Cut Through the Clutter
How long are your paragraphs? Your sentences? Your words?
You’ll leave this session with readability targets to hit to reach all of your audience members, tools to measure your copy’s readability and techniques for hitting those targets.
Save up to $100 with our group discounts.
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