=+When it's appropriate. That casual tone of voice works perfectly for its audience of young, carefree college-aged guys, as depicted in Budweiser's “Whassup?” campaign or its “Beer House”

2010 Super Bowl spot. Remember there are degrees of casual. You would have to decide whether to use texting with its abbreviated spelling, or a relaxed tone with “gonna” or “woulda,”or a cultural or regional “dialect.” For instance, would writing using idiomatic expressions