So, do you know your audience? Based on your audience, should your research paper, article, proposal or advertisement be formal, informal or somwhere inbetween? Think about the differences between Lexus and FordTruck advertisements. Lexus ads tend to be sleek, low key and try to project an attitude of sophistication. The image that Lexus wants to project is of a more formal tone to appeal to a particular cosmopolitan consumer, right down to the smooth jazz background music in their commercials. Ford Truck ads, however, are ususally fast paced, overly exciting and often involve lots of mud splashing all over the place (and, incidentally, never use smooth jazz as mood music). Both commercials are good, but the audiences are different. One thing is certain: whether ad writers are trying to project urbane sophistication or blue collar fun and reliability, both ads were painstakingly crafted.
So, are you writing a research paper in APA format, or an informal essay about your summer vacation? Are you working on a lighthearted company newsletter or a marketing plan? Regardless, mistakes in writing and improper presentation will hurt your message and hinder your intention, whether it be to gain customers or convince someone your point of view is correct. I know I would not pursue the services of a brochure that read, "Loose Weigt Fast!" Nor would I heed the advice of a columnist who did not know the difference between "their and they're". Research papers go beyond surface mistakes and are by nature highly formal. Specific conventions must be strictly followed. These conventions are established to enable members of a discourse community to speak a common language and have standardization in presentation. In other words, everyone is on the same page. (i.e., medical professionals use conventions prescribed by the American Psychological Association). Following these conventions is important because it shows you are a member of "the club", and you are to be taken seriously.