Logic suggests that a variation in language signi fies a variation in meaning. If the unthinking writer, for example, refers in one instance to the CRT, in another to the monitor, and yet another to the screen, the reader will likely assume that the writer intends three different meanings. Simi larly, the writer may confuse the reader by using a variety of expressions, such as key in the data, input the data, type in the data, and enter the data, to signify a single function. Although cultural references lend color and personality to our writing, they should be avoided when alluding to ideas or entities that are not universally recog nized, or when writing to readers in countries or cultures in which the allusions do not exist. A playful reference to April foolery or to giving someone the bum s rush, for example, may bewilder the reader who is struggling to arrive at a literal understanding of the language.
Conversational language poses special difficulties for the non-native reader.
Consider the potential misunder standing created by a company whose slogan reads, We under stand your needs, because we ve been there. Kirkman also points out the problematic use of weasel words, such as compromise when used in place of damage, as in To ensure that you do not compromise your system s relia bility in place of To avoid damaging your sys tem s com pon ents. This French term, meaning false friends, reminds us that look-alike words, such as actually in English and acutellement in French, sometimes have very different meanings. As a result, an expression such as the actual pro gram is likely to be mistranslated by a French reader as the current program. The thoughtful international writer will avoid the unnecessary use of English words that have faux amis in other languages.