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It is a mistake to use highfalutin language when you advertise to uneducated people. I once used the word OBSOLETE in a headline, only to discover that 33% of housewives had no idea of what it meant. In another headline, I used the word INEFFABLE, only to discover that I didn't know what it meant myself.
Can anything be more disgusting than to hear people called 'educated' making small jokes about eating ham, and showing themselves empty of any real knowledge as to the relation of their own social and religious life to the history of the people they think themselves witty in insulting? [...] The best thing that can be said of it is, that it is a sign of the intellectual narrowness — in plain English, the stupidity which is still the average mark of our culture.
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"The thing I hate the most about advertising is that it attracts all the bright, creative and ambitious young people, leaving us mainly with the slow and self-obsessed to become our artists.. Modern art is a disaster area. Never in the field of human history has so much been used by so many to say so little." [taken from Adbusters magazine]
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