Sensational spelling

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Sensational spelling is the deliberate spelling of a word in an incorrect or non-standard way for special effects.

Sensational spellings are common in advertising and product placement. In particular, brand names such as Cadbury's "Creme Egg" (standard English spelling: cream) or Kellog's "Froot Loops" (fruit) may use unexpected spellings to draw attention, and also to make an every-day word patentable. The inscription "Fish n chips" above a chip shop is similar.

Sensational spelling may take on a cult value in popular culture. An example of this is the Heavy metal umlaut.

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