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Tone and style

What tone do you want to achieve—humorous? serious? impassioned? ironic? sincere? deeply knowledgeable?
What words, sentence structures, and images or media will help you achieve this tone?
Is the tone of the writing appropriate to your audience, purpose, and message? Do the words, images, or sounds you choose have the connotations you intend?

Remember that visual and audio elements can influence the tone of your writing as much as the words you choose. Such elements create associations in viewers’ minds: one audience may react more positively than another to an element such as a rap or heavy metal soundtrack, for example—and a presentation with a heavy metal accompaniment will make a far different impression than the same presentation with an easy-listening soundtrack. Writers can influence the way their work is perceived by carefully analyzing their audience and choosing audio and visual elements that set a mood appropriate to the point they want to make.