Adverb Alert

There are those who unequivocally declare that writers should hardly ever – and if possible, never – use adverbs, those usually ly words that characterize verbs (and sometimes adjectives and occasionally other adverbs). I’m not one of those people. However, it is best to avoid adverbs when the context of the verb itself implicitly characterizes the situation. Here’s what I mean. A press release stated that a company “generously donated $2 million” to a good cause – “generously” as opposed to what? Parsimoniously? Grudgingly? A $2 million donation is, implicitly, generous; it doesn’t need further explanation.  Another document stated that a company was “proactively researching new ways” to provide a particular service. Again, “proactively” as opposed to what? Lackadaisically? Listlessly? Research is being conducted – it adds nothing to the reader’s knowledge to know that it’s being conducted with gusto. In both these cases – and these are two of many – the adverb is not only an unnecessary addition, but a barrier to clarity and conciseness, characteristics we all should be (you’ll pardon my adverb) relentlessly striving for.

Note: Ok, I admit that these particular examples, both real, drive me to drink (or would if I was anywhere near a Manhattan, straight up). In our profession we tend to lard on extra words, but often, as here, those extra words actually act like flares that warn “bullsh*t ahead! bullsh*t ahead!” Don’t let adverbs get in the way of a good story.

Comments

[Viveka]

Sensible advice, Dan.

Because your blog is about English usage, please accept a few important corrections: Adverbs don't "characterize" other parts of speech; they modify them. And you mean "flares," not "flairs." Also, your parenthetical remark about drinking should be in the subjunctive mood: "...or would if I were anywhere near a Manhattan...."

Finally, when one acts "proactively," one could indeed be acting lackadaisically or listlessly, as well. Those concepts aren't mutually exclusive. The word "proactive" isn't used to convey a sense of activity (as opposed to listlessness), and it certainly doesn't imply enthusiasm or gusto. Rather, it describes action taken in advance of a situation, either to minimize potentially negative effects or to maximize possible benefits. As such, the word "retroactive" is its opposite. Nevertheless, "proactive" is an ugly neologism that has mutated into even uglier bizspeak, so I'd avoid using it altogether.

[Dan Santow]

Viveka, thanks for your careful reading. I changed “flair” to “flare.” As far as the word “proactive” goes, in public relations writing I think it IS used to convey a sense of activity and enthusiasm. That said, I also agree that the less “proactive” is used the better.

[Mary Baum]

Here's my list of words I'd be happy never to see again – provide, assist, achieve, through the use of, utilize, prior to. Proactive deserves a place on it too, as does any word with a synonym of two syllables or fewer.

Also, no passive verbs, please, and as few variations on the verb to be as humanly possible.

[Dan Santow]

Mary, I like your list (it’s similar to mine). You’ve neglected to include one of my favorite least-favorite words, though: unique.

[Jenny Owen]

Hi Dan,

Really like the blog... I was thinking, 'generously donated' and 'proactively researching' can perhaps both be termed as a pleonastic too, namely the case of using more words than are actually needed to express an idea.. For example, 'true fact' or 'free gift' or (the one I always use to explain the definition by) 'baby kitten'... Just a thought... Keep up the good work!

[donna papacosta]

Good post. Adverbs are a lazy writer's best friend. In business writing, they're almost required in some circles. A gift MUST be given generously. Grrr.