It is a mistake to use highfalutin language when you advertise to uneducated people. Ionce used the word OBSOLETE in a headline,only to discover that 33% of housewives had no idea of what it meant. In another headline, Iused the word INEFFABLE,only to discover that Ididn't know what it meant myself.
当你针对未受教育的人做广告，别用艰涩难懂的字眼。我有一次用了「废弛」在广告标题中，
发现有百分之三十三的家庭主妇根本不知道它的意思。在另一个标题中，我用了「不可名状」，
才发现连我自己也搞不清我想讲什么。