![]() ![]() Overall, active voice just has a much better flow. The “100 friendly and healthy animals” are bound to be more appealing than “a new home” (assuming, of course, that the flyer is targeted towards humans and not dogs). Someone less familiar with the English language might need to read it multiple times before they fully understood it.Īlso, notice that the active voice sentence leads with the subject that is of most interest to the reader. ![]() In this case, the passive voice sentence is a lot more awkward to read. Passive voice has a tendency to sound convoluted and pretentious. Passive Voice: A new home is the dream of over 100 friendly animals at Pretend Animal Shelter. Let’s pull an example sentence from both versions of the flyer:Īctive Voice: Over 100 friendly and healthy animals are hoping for a new home. In addition to making sentences more immediate and easy to understand, active voice helps to conserve sentence length. Space is a hot commodity in print collateral, and every word counts. One’s written entirely in active voice, the other in passive voice.Įven with a quick glance, you can see that one flyer clearly uses more words than the other. Take a look at the following flyer examples for a fictional animal shelter. This makes it the best choice for most types of writing, particularly anything designed to promote a product, service, event or business. When to use active voiceĪctive voice, like the name obviously suggests, is active. ![]() Now, let’s get a little more in-depth and take a look at some business copywriting examples to see active and passive voice in practice. If you’ve read that post, you hopefully have a good handle on the basic definition and difference between active voice and passive voice sentences. A couple weeks ago, we explored how to use passive and active voice in business writing. ![]()
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