Dunkin’ Donuts, currently in the early stages of a sizable expansion into the Dallas/Fort Worth area, has rolled out a new ad campaign mocking rival Starbucks’ use of non-English names for sizes and types of coffee (“venti,” “grande”). The ads are well done (the use of frequently-cast-as-common-working-man John Goodman in the closing voiceover is a particularly nice touch). To wit:

(Here’s another which inspired the title of this post.)

So are these ads indicative of a further shift in the American zeitgeist away from the intellectual seduction of such words and phrases, or just a clever ploy targeting mainly those people who find Starbucks to be a tad pretentious?