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:
“My spelling is Wobbly. Its good spelling but it Wobbles, and the letters get in the wrong places.”
—A.A. (Alan Alexander)