There should be two main objects in ordinary prose writing: to convey a message, and to include in it nothing that will distract the reader’s attenti… - Robert Graves

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There should be two main objects in ordinary prose writing: to convey a message, and to include in it nothing that will distract the reader’s attention or check his habitual pace of reading — he should feel that he is seated at ease in a taxi, not riding a temperamental horse through traffic.