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:
“As to spelling the very frequent word though with six letters instead of two, it is impossible to discuss it, as it is outside the range of common sanity. In comparison such a monstrosity as phlegm for flem is merely disgusting.”
—George Bernard Shaw (1856–1950)