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Module 07 - Positive Emphasis
Part 2: Answers to Textbook Assignments
Questions for Comprehension
7.1 How can you create positive emphasis? (LO 7-1)
The module shows a variety of techniques. These include avoiding negative words and words
with negative connotations, focusing on what the reader can do rather than on limitations,
7.2 Which of the following are negative words that you should avoid? (LO 7-1)
7.3 What are your options when you need to apologize? (LO 7-4)
7.4 Can you think of situations in which positive emphasis might backfire or be
inappropriate? What strategies would be most likely to meet the audience’s needs in
those situations? (LO 7-1, LO 7-2)
Students’ answers will vary. Look for threads of explanation that use terms and concepts from
this module. Challenge students to give detailed, complete answers.
7.5 Some negative phrases (such as “please do not hesitate”) are business clichés. Why is it
better to avoid them? (LO 7-3)
Words aren’t OK just because they are common, and clichés in general should be avoided.
However, this particular cliché is negative. It should be omitted if a more positive alternative is
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Module 07 - Positive Emphasis
7.6 If you work for a company that claims to be egalitarian, do you still need to attend to
tone, power, and politeness? (LO 7-3)
Absolutely. Regardless of the hierarchical levels of the organization, tone, power, and politeness
7.7 Think of a situation when an apology was appropriate. What strategy was actually
used? Would another strategy have been better? (LO 7-4)
7.8 Evaluating the Ethics of Positive Emphasis (LO 7-1)
People of goodwill may differ. Here are some possible answers.
anxious/excited
flack/public relations specialist
The first term suggests someone whose job it is to obscure information or interfere with getting it
gadget/device
The second term sounds less whimsical or negative.
problem/challenge
The second seems appropriate positive emphasis; it focuses on the opportunity that may arise
right-winger/conservative
tax/user fee
The first seems more honest. The second may be acceptable if it is something that only a
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
7-2
Module 07 - Positive Emphasis
layoffs/rightsizing
Though both terms have negative connotations, most people perceive the first as being more
negative.
liberal/progressive
mouthpiece/attorney
The second term describes a professional with expertise in the law; the first term is disparaging.
7.9 Focusing on the Positive (LO 7-1)
Students’ answers will vary. Acceptable answers are:
1. This account remains one of our top performers.
7.10 Identifying Hidden Negatives (LO 7-1)
Many different revisions are possible. The following are acceptable answers.
1. Welcome to our team and to what promises to be a productive and profitable association.
(“Hope” is a hidden negative, and focusing on the speaker or writer in the original message is
7.11 Revising Sentences to Improve Positive Emphasis (LO 7-1 to LO 7-4)
Many different revisions are possible. The following are acceptable answers.
1. Your refund of $34.23 was mailed on January 4.
2. The meeting has been rescheduled to next Friday.
3. Your work has improved over the last several months.
4. Emily, Paula, and Nell will be at the reception by 7:45.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
7.12 Revising Sentences to Improve Positive Emphasis (LO 7-1 to LO 7-4)
Many different revisions are possible. The following are acceptable answers.
1. Please arrive by 1 p.m. for the meeting.
2. Noelani plans to donate her sick leave to another employee.
3. I’m estimating the server will be back online by 2:30 p.m.
4. You can change your dental plan October 1 through October 20.
7.13 Revising a Memo to Improve Positive Emphasis (LO 7-1 to LO 7-4)
Students’ answers will vary. Problems with positive emphasis in the original include:
“isn’t yet ready” is needlessly negative. Saying the expected date for the program’s
implementation would be a plus, as that is the information readers want to know.
“I can’t believe” should be cut.
“but Rob made a mistake” and “He accidentally” puts negative attention on Rob. Using a
7.14 Identifying Positive Emphasis in Ads and Documents (LO 7-1 to LO 7-4)
Students’ answers will vary. Whatever their response, expect a detailed, reasoned answer.
Students should bring copies of their ad or document examples to class.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Module 07 - Positive Emphasis
Polishing Your Prose: Singular and Plural Possessives (Odd-numbered answers are in the
back of the textbook.)
Several answers are possible—here are likely ones.
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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Module 07 - Positive Emphasis
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
7-6
