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You shouldn't use a "big" or "fancy" word when there is a more commonplace word that means the same thing, but you may be forced to use a big word every once in a while.
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We eliminated a few proper names and some commonplace words that were apparently clicked inadvertently.
These banal, commonplace words might well have been spoken about George W. Bush when he was president, and could, though with somewhat less likelihood, be spoken today about President Barack Obama.
In order to act, in order to change much of anything, you first need to give that world the names, the labels, it deserves, and they may not be "election" or "democracy" or so many of the other commonplace words of our past and our present moment.
Suppose a national leader calls for the persecution a man who has not yet been charged with any crime -- as for example Vice President Biden did when he described Julian Assange as a "high-tech terrorist" -- and suppose the leader does so in a pleasant voice and using commonplace words.
Spend time listening to other people, to learn what they really mean underneath their commonplace words.
Few complaints were levelled at Coppola for failing to explain why there was a camera in Vito Corleone's office, or why at no point did the Don gaze bewilderedly into its lens and utter the now-commonplace words: "why are you filming this?" So why, four decades on, do we suddenly feel the need to have the very mechanics of cinema explained to us?
One group of Na'vi learners prefers not to translate commonplace Earth words because they don't think that the sky people would know words for a lot of manufactured and technological items that we are used to on Earth.
While France has an interesting history of regulating the adoption of commonplace English words through its Toubon Laws the move isn't Toubon-related.
True, making the F word commonplace on mainstream TV was never going to be considered one of the medium's great moments, to rank alongside Baftas, Emmys or heroic journalism, but it did appear to represent a small victory for free speech against the forces of darkness and repression.
In fact, such behavior is now so commonplace that the word "politician" has become a derogatory term.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com