The Fog Index
Posted on Tuesday, May 31, 2011 at 9:45 AM
Assessing the readability of a Time.com excerpt.
This
month, we examine an excerpt from a June 6, 2011, Time.com article ("Self-Serving
Stewardship: How Manufacturers Help the Planet"):
For
Coca-Cola, that realization came in the mid-2000s, when the global
beverage giant became entangled in a controversy over its water use at a
bottling plant in India. Nearby villagers held the company responsible
for a dramatic drop in the level of the region's groundwater. Their
demonstrations caught the attention of environmental activists, and the
resulting negative publicity sparked protests and boycotts at college
campuses across the U.S. and Europe. Coming as it did at a time when the
company was expanding its pure-water products like mineral water, the
unrest rang as a warning. In the future, Coca-Cola's fortunes would be
tied to those of the environment.
--Word count: 107
--Average
sentence length: 21 words (28, 17, 25, 24, 13)
--Words with 3+
syllables: 18 percent (19/107 words)
--Fog Index: (21+18)*.4 = 15 (no
rounding)
This sample is in fairly good shape, but there's enough
Fog to warrant further revision. Remember, the ideal is a Fog score
below 12. At first glance, we see that the average sentence length is on
the high side at 21 words, and there is a significant percentage of
3+-syllable words. Let's see if we can improve the score.
"Coca-Cola
realized this in the mid-2000s, when the company came under fire for
bottling water in India. Villagers in the area blamed Coca-Cola for a
severe drop in regional groundwater levels. Environmentalists heard
their protests, and there was a rash of college protests and boycotts
across the U.S. and Europe. The unrest rang as a warning to the company,
who was expanding its mineral water product line. In the future,
Coca-Cola's fortunes would be tied to those of the environment."
--Word
count: 80
--Average sentence length: 16 words (17, 14, 19, 17, 13)
--Words
with 3+ syllables: 13 percent (10/80 words)
--Fog Index: (16+13)*.4 =
11 (no rounding)
Economy of language and simplicity were the keys
to cutting the Fog score of this excerpt. There were excess words and
phrases that we could afford to trim without sacrificing meaning.
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