Advertising executive David Ogilvy is quoted as saying: "If you're trying to persuade people to do something or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular." Ogilvy was talking about advertising copy, but do you think this statement applies to survey writing as well? Should a survey use "everyday" language? Are there limits to this approach, and if so, what are they?