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 Kellogg'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.

In esoteric circles, magic is often spelled magick to differentiate it from stage magic.