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Never use a metaphor, simile, or other figure of speech which you are used to seeing in print. 
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Never use a long word where a short one will do. 
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If it is possible to cut a word out, always cut it out. 
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Never use the passive where you can use the active. 
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Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent. 
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Break any of these rules sooner than say anything outright barbarous. 
From: George Orwell – Politics and the English Language (1946)
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