Saturday, January 25, 2014

The Written Word, Or, Punctuation, Or, Unconscious Marketing


This post is quick.

I don't wish to point out a particular company (because that's not my point), but one commercial makes my husband laugh every time he sees it. Sure what's going on visually adds to the humor, but what really seals the deal on the guaranteed laugh is the speaker's inflection on a particular word. The emphasis of one word can turn a grown man into Pavlov's hyena.

My point is, to me, there is a certain level of immersion in commercials so subtle and unconscious, you don't realize you're drawn in until you're already in the middle (or at least somewhere off to the side). The same goes, I think, with great fiction, especially great dialog. The function of a word or phrase in italics, or a comma versus a period, or (Oh, dear, sweet baby Jesus) em dashes can convey who a character is and isn't and what a character says and doesn't say, are bigger deals than you may think. They border on the magical.

Great punctuation in dialog is like the Ninja Illuminati of Show/Don't Tell.

Don't get me wrong. I appreciate and acknowledge Place and Time. I know Frodo can't travel a shopping mall in 1066 Europe to kiss Rapunzel and kill the dragon.* I think Dialog is the corset** that keeps the story from sagging to its knees while the strings of Setting keep the corset on.

See people. I can do descriptions.

*With the exception of fan fiction or a gaming mod.

**French for, "Great posture, but not allowed to breathe."

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