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" "Good writing has an aliveness that keeps the reader reading from one paragraph to the next, and it’s not a question of gimmicks to “personalize” the author. It’s a question of using the English language in a way that will achieve the greatest clarity and strength.
William Knowlton Zinsser (born October 7, 1922 – May 12, 2015 ) was an American writer, editor, literary critic, and teacher. He began his career as a journalist for the New York Herald Tribune, where he worked as a feature writer, drama editor, film critic, and editorial writer, and has been a longtime contributor to leading magazines.
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As George Orwell pointed out in “Politics and the English Language,” an essay written in 1946 but often cited during the wars in Cambodia, Vietnam and Iraq, “political speech and writing are largely the defense of the indefensible. . . . Thus political language has to consist largely of euphemism, question-begging and sheer cloudy vagueness.