I’ve noticed a growing, disturbing tendency in advertising. The creative teams who develop concepts for commercials insert terms and references that make perfect sense to them, but are most likely meaningless among the viewers they are trying to reach.
A recent example is a truck commercial that makes reference to “donut eaters in focus groups.” Anyone who has worked in advertising or marketing understood that right away, particularly if they have ever sat on the other side of the one-way glass and watched focus group participants drone on about advertising while gnawing on free food. The creative team displayed its disgust and frustration, and the clients approved it, because they’ve been there, too. I smiled when I heard it.