Today I saw an TV advertisement for a new version of a headache tablet that’s supposedly extra strong called “Forté”. With my music background I understand what forté actually means and how it is supposed to be pronounced (sounds roughly like four – tay). Unfortunately the person doing the voice over for the ad doesn’t seem to have had that luxury and instead of pronouncing it properly  they pronounced it like “fort” or “fought”. This scares me that they’re butchering the name of their own product and it loses the subtle meaning that they’re trying to put into it. This adds to a Star Wars ad where they managed to stuff up the pronunciation of the “AT-AT” walker. This I put down to misunderstanding of Star Wars, however it seems to be in general a sloppiness of the advertising community as it goes into the mass advertising of a consumer product.