Emphasis is a stressing of ideas according to their importance. Writers achieve emphasis in several ways: by position (for instance, of a word within a sentence or of a sentence within a paragraph); by repetition; by selection of sentence type; by variation of sentence length; by punctuation; by the use of intensifiers; by the use of typographical devices, such as italics (underlining); and by direct statement (for instance, by using such terms as most important and foremost).
IN PARAGRAPHS
The first and last sentences in a paragraph and the first and last paragraphs in a report or paper tend to be the most emphatic to the reader. The following paragraph builds up to the conclusion of the last sentence.
Energy does far more than simply make our daily lives more comfortable and convenient. Suppose you wanted to stop—and reverse—the economic progress of this nation. What would be the surest and quickest way to do it? Find a way to cut off the nation's oil resources! Industrial plants would shut down, public utilities would stand idle, all fcirms of transportation would halt. The country would be paralyzed, and our economy would plummet into the abyss of national economic ruin. Our economy, in short, is energy-based. —The Baker World
Another way to achieve emphasis is to follow a very long sentence, or a series of long sentences, with a very short one.
We have already reviewed the problem the department has experienced during the past year. We could continue to examine the causes of our problems and point an accusing finger at all the culprits beyond our control, but in the end it all leads to one simple conclusion. We must cut costs.
Emphasis can also be achieved by the repetition of key words and phrases.
Similarly, atoms come and go in a molecule, but the molecule remains; molecules come and go in a cell, but the cell remains; cells come and go in a body, but the body remains; persons come and go in an organization, but the organization remains.
— Kenneth Boulding, Beyond Economics
IN SENTENCES
Because the first and last words of a sentence stand out in the reader's mind, the important words should come at the beginning or the end of a sentence. Put your main point in a main clause; put less important details in subordinate clauses.
Different emphases can be achieved by the selection of different sentence types: a compound sentence, a complex sentence, or a simple sentence.
The report turned in by the police detective was carefully illustrated, and it covered five pages of single-spaced copy. [This compound sentence carries no special emphasis because it contains two coordinate independent clauses.]
The police detective's report, which was carefully illustrated, covered five pages of single-spaced copy. [This complex sentence emphasizes the size of the report.]
The carefully illustrated report turned in by the police detective covered five pages of single-spaced copy. [This simple sentence emphasizes that the report was carefully illustrated.]
In a paragraph of typical cumulative, or loose, sentences (main idea first), a periodic sentence, in which the main idea comes just before the period, will stand out. In the next paragraph, the first sentence, which is the topic sentence, is periodic. The following sentences, which are loose sentences, are examples supporting the topic sentence.
Finally, completing this whirlwind survey of parasitic insects, there are, I was surprised to learn, certain parasitic moths. One moth caterpillar occurs regularly in the horns of African ungulates. One adult, winged moth lives on the skin secretions between the hairs of the fur of the three-fingered sloth. Another adult moth sucks mammal blood in southeast Asia. Last of all, there are the many eye- moths, which feed as winged adults about the open eyes of domestic cattle, sucking blood, pus, and tears.
— Annie Dillard, "The Horns of the Altar"
Balancing sentence parts or making clauses parallel is a technique of emphasis often used in speeches and formal writing. (See also balanced sentences and parallel structure.)
If a free society cannot help the many who are poor, it cannot save the few who are rich.
— John E Kennedy
An intentional sentence fragment is a more informal means of providing emphasis.
Everyone on our floor has observed the no-smoking policy Everyone, that is, but Barbara.
The same effect can be achieved within a sentence if a clause is set off with a dash. This statement can be made even more emphatic with an exclamation point, although exclamation points should be used sparingly to preserve their effect.
Everyone on our floor has observed the no-smoking policy—everyone, that is, but Barbara
WITH WORDS
Word choice and word order are important means of achieving emphasis. You can make any statement more emphatic by using strong precise verbs and by writing in the active voice rather than the passive. (See also sentence variety.)
Intensifiers (most, very, really) can provide emphasis, but they should not be overused.
The final proposal is much more persuasive than the first.
Italics (represented by underlining when you type) are another means of emphasis that should be used with caution.
When we consider that many of these people have smoked for their entire adult lives, the fact that they all quit simultaneously was even more significant.
Do not use all-capital letters to show emphasis. Doing so is distracting and occasionally confusing because all-capital letters often signify acronyms or abbreviations.
Finally, if you really want to get your reader's attention, you may occasionally resort to hyperbole.
He sounded like a herd of elephants!
