• express complex ideas clearly and succinctly;
• write with originality, imagination and creative flair;
• engage and hold their reader’s attention through relevant examples and anecdotes;
• convey a sense of energy, intellectual commitment and even passion;
• produce elegant, carefully crafted sentences, using language appropriate to the audience,
discipline and subject matter;
• tell a story;
• provide their readers with aesthetic and/or intellectual pleasure;
• avoid jargon, except where specialised terminology is essential to the argument.
Helen Sword, "Academic Style" MAI (Maori and Indigenous) Review 3 (December 2008).