3. Language – is a code system used by
humans to communicate. And as there are
diverse languages, there are diversities in
the code system or symbol system as
devised and used by man. In, languages
there are certain characteristic that can
evoke effective and positive reactions on
man.
4.
5. •Clarity – The reader can more
easily and immediately
understand language when the
code symbols are concrete rather
than abstraction (universal ideas)
and generalization.
6. Simplicity – Complex wording
written for the sake of verbal
erudition is less easily understood,
compared with what expressed
directly and to the point.
7. Adapted Language – Words of
expression should relate to the reader’s
age, educational attainment, gender,
ethnic origin and personal factors
