I once used the word “obsolete” in a headline, only to discover that 43% of housewives had no idea what it meant. In another headline I used the word “ineffable,” only to discover that I didn’t know what it meant myself. – David Ogilvy
I do explore odd advertising copies, tested a lot of them via focus groups. Respondents freak out when I show them peculiar words. Everything just go haywire. They even talk about it after the session. I usually take it as a go when that happens.
