http://www.bbc.co.uk/news/magazine-11023624
Starbucks-speak
Flat white: white coffee
Frappucino: iced coffee
Caramel Macchiato: coffee with steamed milk, vanilla and caramel topping
Starbuck has imposed their buzzwords heavy-handedly........As mentioned in the article, the purpose of the using language in this way is to burrow into the consumer's subconsciousness with one's own concepts and values.
This reminded me of Google, which entered the dictionary after tapping into the popular consciousness.
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