Driving down Main Street and looking at the posters along the way, how easy is it for you to get the message?  Posters that are confusing, cluttered or too clever are a waste of resources. Who’s to blame? In my opinion, the copywriters and graphic designers as well as the poster-approving committee of the company who commissioned the poster.

Does one talk about a historic novel or a historical novel? How does one translate centre of excellence into Afrikaans? Sentrum van uitnemendheid or sentrum van voortreflikheid? Of course, one can consult a dictionary. Or you can Google the word or phrase to “ask the audience”. But does the audience always know best?