TED TALK ABOUT WORDPLAY IN DESIGN

The use of words is incredibly powerful. Substituting a single word can change the meaning, significance and power of an advertisement very quickly (reliable dutchmen vs. indonesian dutchmen) I don't understand the whole switching indonesian dutchman as making the argument to park your car in the garage less appealing...but i'm assuming he means it as a negative. Although I did not understand his example...I agree with his point thoroughly.