CONVERSION May involve Changing a noun to a verb AFFIXATION ‘operationalise’ = operation (noun) + alise Adding an extra part Foreign phrases Clichés ‘at the end of the day’ ‘bring to the table’ Adds unnecessary words that lack real meaning Acronym and initialisms ‘AFLO’ = another f… learning opportunity Allow employees to mock management speak Euphemisms ‘elephant in the room’ ‘shot a puppy’ Can be so euphemistic meaning is lost To sound more intelligent -> can alienate reader and create distance between producer and receiver ‘bon appetite’ Changed meaning ‘Market place ‘