2. Never use jargon words like reconceptualize, demassification, attitudinally, judgmentally. They are hallmarks of a pretentious ass. -David Ogilvy
Also: Never utilize overly cumbersome words when diminutive ones will suffice. Can’t remember where I heard that, but I love it. I’ve always sort of thought jargon words were a sign of a lack of confidence- very “razzle dazzle ’em” sort of tactic. Granted, some of us have large vocabularies, and sometimes sesquipedalian is the best word for what you’re trying to say- but what does it matter how perfect the word is if no one knows what you mean by it? I think “splurgle” is by far the best word for describing that terrible feeling in your stomach when you know someone is watching you from the base of the darkened garage stairs, but how many of you thought that right away? Obscure words are often in the same boat as made up ones.