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The two registers of commerce and journalism meet in the language of advertising. The advertiser sees his product through rose-colored spectacles, and the public for whom he caters gets into the way of making allowances for his optimism. When a restaurant advertises a lunch consisting of “rich golden-brown seafood with superfine French fried potatoes as a side-dish” , a few moments of thoughts are needed before the customer realizes that what he has been offered is in fact fish and . chips. Advertisements offering property for sale have become notorious for their use of genteel euphemisms. If you bang your head whenever you go upstairs, it is some consolation to know that you have bought “a dwelling house of character” . On toiling up a steep hill to reach the house, you may remember that the advertisement said “the site is pleasantly elevated” , and if you have some difficulty in finding the house at all, that simply confirms the advertiser’ s statement that it is “delightfully secluded in a unique ‘ away from it all’ position” .