Using Emphatic Words

The simplest way to emphasise something is to tell readers directly that what follows is important by using such words and phrases as especially, particularly, crucially, most importantly, and above all.

Repetition of Key Words

Emphasis by repetition of key words can be especially effective in a series, as in the following example:

See your good times come to colour in minutes: pictures protected by an elegant finish, pictures you can take with an instant flash, pictures that can be made into beautiful enlargements.

Breaking the Pattern

When a pattern is established through repetition and then broken, the varied part will be emphasised, as in the following example:

Murtz Rent-a-car is first in reliability, first in service, and last in customer complaints.

Inverting the Normal Sentence Structure

Besides disrupting an expectation set up by the context, you can also emphasise part of a sentence by departing from the basic structural patterns of the language. The inversion of the standard subject-verb-object pattern in the first sentence below into an object-subject-verb pattern in the second places emphasis on the out-of-sequence term, fifty dollars.

I'd make fifty dollars in just two hours on a busy night at the restaurant.
Fifty dollars I'd make in just two hours on a busy night at the restaurant.

Beginning and End Positions

The beginning and end positions of sentences are more emphatic than the middle section. Likewise, the main clause of a complex sentence receives more emphasis than subordinate clauses. Therefore, you should put words that you wish to emphasise near the beginnings and endings of sentences and should never hide important elements in subordinate clauses. Consider the following example:

No one can deny that the computer has had a great effect upon the business world.
Undeniably, the effect of the computer upon the business world has been great.

In the first version of this sentence, "No one can deny" and "on the business world" are in the most emphasised positions. In addition, the writer has embedded the most important ideas in a subordinate clause: "that the computer has had a great effect." The edited version places the most important ideas in the main clause and in the initial and terminal slots of the sentence, creating a more engaging prose style.

 
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