More Scientific Evidence of NewView Validity
There can be no doubt about it: in writing essays or in any other form of communication, you have to use NewView and use it wisely.
To back that up one more time–for writing essays, at least–here’s a quote from page 18 of Walter Dill Scott’s landmark book, The Psychology of Advertising:
The fourth principle is that the power which any object has to attract our attention, or its attention value, depends on the ease with which we are able to comprehend it.
This principle is one which is often neglected by the advertiser. A few illustrations will help to make it clear.
A child in turning over the pages of a book or magazine does not have his attention attracted at all by the printed words. Even the pictures do not attract his attention unless they are in bright colors or represent something which he can understand.
The same thing is true with adults. we will turn our attention to nothing unless it speaks to us in terms which we can interpret with comparative ease. It is difficult to comprehend an entirely new thing or function. From this it follows that a new article should be introduced as a modification of a familiar one, or as something performing a well-known function.
The pedagogical maxim of always advancing from the known to the unknown is so well established that its violation must be regarded as more or less suicidal.
As I have pointed out many times in many articles and in all my books, what’s new always depends on what’s old. The only way you can meaningfully express something to someone else is in terms that are already known, already old, to that audience.
And just what can you do to modify that old stuff to begin making it into new stuff? You do one of the 5 NewView Options to that old stuff, that’s what you do—
- reverse
- add
- subtract
- substitute
- rearrange
— and you do at least one of those options on one or more of the 5 OldView Categories:
- values
- expectations
- experiences
- reasoning
- language
It’s ALWAYS that simple, as Scott said, above:
a new article should be introduced as a modification of a familiar one.
And those “modifications” are NOT just whatever pops into your head, but one or more of the 5 NewView Options, right?
Are you beginning to trust in the OldView – NewView concept and the 5 NewView Options yet?
Glad to hear it! So buy one of my books, already, 
and really learn how to
Do the New, with NewView!
