Second, we pick up on this aura or connotation. With good imagery the writer
merely suggests the picture and we complete it ourselves. This is powerful
because the implied meaning is now ours. As we imagine it we grip it, and the
effect is more powerful than if we had been told directly. (This observation, by
the way, begets advice. To make the point understatement or mere suggestion
is often more powerful than overstatement or direct statement.)
Third, a word on its own will carry some imagery but the effect is most
powerful when an image is carried along with several words where the images
connect in some way. This is called juxtaposition, which is placing or
positioning words and concepts together. Ideas or things placed together will
have a special effect if they contrast, combine or relate. An advantage of
juxtaposition is that it is indirect. It does not say A and B are related or
contrasted. It leaves the reader to do this in his or her own mind – and this is
how imagery functions. It gets us to imagine something ourselves, rather than
directly confront us with it. This is the reason that a good image is so
powerful. We create it, and therefore seize on it in a way that we do not if the
idea is just dished up to us.
Fourth, images can be extended or developed. The use of words with similar
or related connotations will emphasise or extend an image. Images can develop
because most words have a range of connotations. In a developed image, the
words are arranged in order to steer the reader through a succession of ideas.
To illustrate, consider these two passages (where the writing is in an
exaggerated or bloated style and not very good but is still very useful for
illustrating our point). Version (i): “John was wealthy. A tree-lined drive led to
his residence on top of the hill, which was the pride of the town and not least
of himself”. Version (ii): “John was wealthy. His plush house boasted forty
rooms, and half that number of servants”.
Both of these speak of a wealthy John. “Wealthy” is fairly neutral. In Version
(i) “residence” suggests refinement but something slightly pretentious. “Tree-
lined" picks up refinement, so does "on top of the hill", but the latter suggests
aloofness and superiority. Then almost inevitably comes “pride” which is
attributed to the town, but there is a hint of sarcasm. This sarcastic suggestion
is confirmed by “not least”. A negative before an adjective tends to make us
think of the extreme opposite –
hence John is portrayed not just as someone
proud of his house but as someone very proud, perhaps excessively proud, of
his house; this also gives a hint that John may be a very proud person. In
Version (ii) “plush” suggests not just expensive, but overdone. “Boasted” is
gratuitous and is metaphorically attributed to the “plush house”. Its effect is to
transfer the boasting to John himself, something reinforced by the use of
“servants”. “Servants” is archaic and here gives the idea of someone trying to
buy a sense of grandeur that he personally lacks. Thus John comes across as
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