Divergent Spelling
Divergent spelling is a popular advertising technique, used to attract attention or to render a trademark "suggestive" rather than "merely descriptive." The pastry chains Dunkin' Donuts and Krispy Kreme, for example, employ non-standard spellings.
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Famous quotes containing the word spelling:
“The old saying of Buffon’s that style is the man himself is as near the truth as we can get—but then most men mistake grammar for style, as they mistake correct spelling for words or schooling for education.”
—Samuel Butler (1835–1902)