Marketing isn't everyone's cup of cold disgusting tea.

[15:02] Dan: Just got a brochure here for Volkswagen (client) It's SUCH shit. Someone actually got paid a shit ton to make this, which annoys me. "The Sky's the limit in the new Golf Cabriolet" (sky with a capital s). "What greater source of Inspiration than the colour of the Sky?" (wrong capitals again)
[15:04] Sam: Hmm
[15:04] Dan: "Add Atmosphere to the Dramatic Sky with your favourite Music"
[15:04] Sam: I can understand capitalisation for the 'Inspirtation' and 'Atmosphere'; to subtly emphasise it, but the caps for Sky is lost on me.
[15:04] Dan: what the actual fuck are they on about?
[15:04] Jon: It's designer stuff Dan, it's important. They're Special
[15:05] Sam: I kinda wrote a post about what that's about a while ago though
[15:05] Dan: I thought maybe it was part of an acronym and they'd capitalised for emphasis, but apparently not
[15:07] Sam: Basically even though it seems like a harmless leaflet somebody has advised somebody else that subconsciously your mind will begin to associate the words they've capitalised with the thing it's promoting.
[15:08] Dan: ...the sky
[15:08] Dan: They're trying to sell a car by saying it's as cool as the sky
[15:08] Sam: Well, like I said, that one's a little lost on me. But the fact you're here telling me about it means it's achieved something at least
[15:08] Dan: The whole brochure is sky themed. Sorry "Sky" themed.
[15:08] Sam: :D
[15:09] Dan: well, I'm only talking about it cos I hated it. Fact is: it's actually a decent car, they don't need that emotive shit.
[15:09] Jon: No Dan, you "Hated" it
[15:09] Dan: oh sorry, my Bad
[15:10] Sam: Yeh I'm not saying I disagree or anything, but it's stuff the powers that be gave me lectures on last year. Same reason this website uses a fixed width and such, it's not really showing any more information that way or anything, but your brain is supposed to like it.
[15:10] Dan: true, there's a difference between good design and dodgy wording though...
[15:11] Sam: True, but next time you look up at the "Sky", try not to think about it. Because if you do the "They" have already "Won", no? *puts on a tinfoil hat*
[15:11] Dan: I just looked out the window- it's grey, miserable as sin and drizzly, I don't want that car!
[15:11] Sam: HAHAHA
[15:12] Dan: This campaign might have worked in California, but not in England :D

The key point to this whole thing is 'Not in England' - It goes back to the points about target audience, it's not about what works for you but what works for them and why.