Professional terminology is not always appropriate

Tell me, how many of you enjoyed reading textbooks at university? What do you think was the reason?

There is a dull language and style of presentation even in some entertainment sites , imbued with attempts to sow wisdom in every word. We came across some very abstruse words because the books were compiled by renowned scholars. And what kind of scholar is it that is not abstruse in his writings, sorry?

When talking about abstruse style of presentation, I recall a funny story:

The German scientist Paul Ehrlich, at a young age, was given an assignment to write an essay on "Life is a Dream".

In the essay there was a fragment:

"A dream is the result of the function of our brain, and the function of the brain is nothing other than the same oxidation... A dream is a kind of phosphorescence of the brain."

A teacher in a grammar school after reading the essay exclaimed furiously:

- "From this perspective, Gioconda, Leonardo da Vinci's genius creation, is just two hundred grams of paint smeared on a textile!

Science and business texts are somewhat different concepts. Nevertheless, the authors of many texts like to dust their eyes and ears with special professional terms which can really scare ordinary people. They think they make a serious impression with their savvy. But the issue is that business texts are read in order to see something useful and profitable for themselves. Business texts are not read by other professors or advocates of an academic scholarly style of presentation.

Let's say you are studying a text about legal services and you see the phrase "bilateral restitution". Do you know what that is?

Another "abstruse" field is medicine. Imagine a man who has high blood pressure, calls an ambulance and the doctors tell him: "You have a hypertensive crisis".

The person, after their blood pressure has settled, types the phrase "hypertensive crisis" into the search bar and reads:

Hypertensive crisis is the occurrence of arterial hypertension in which there are pathological changes in the functional activity of the brain and cardiovascular system, provoked by autonomic disturbances.

And that's not even Wikipedia, it's an article on one clinic's website.

I agree, doctors have specific terminology and understand each other at a glance. But the same texts are read not by doctors but by ordinary people who do not understand the words "hypertension", "encephalopathy", "neurovegetative syndrome" (from the same article). They are unlikely to be conducive to forming a trusting relationship.

You can argue with me for a long time, but I am sure that any scientific concept can be explained simply. If it is difficult to find a word-analog, make a clarification - open the brackets and decipher a difficult term. For that you will receive a "thank you" from the readers.

Look at an excerpt from another text on the subject of hypertension. Here is what the author did with the one word that is difficult to understand:

The crisis usually occurs after the patient spontaneously stops taking hypotensive (blood pressure lowering) medication prescribed by the doctor, or breaks the diet and eats a lot of salty food, or drinks alcohol, or experiences nervous overexertion, excitement.

The author of this text has shown care for the reader by explaining a difficult word to understand. This inspires confidence.

It is said that the vocabulary of the average person involved in conversations is kept within 800 words. Be simpler in your statements, and the reader will reach out to you.

You are now reading a book about advertising texts. I hope that my style of presentation is simple and clear to you. Now, to illustrate, read the language that academic academic books on advertising texts are written in:

The functional loading of information channels is a three-part communication, as the latter has interactive, perceptual and communicative sides.