'Twas brillig, and the slithy toves / Did gyre and gimble in the wabe

Promo for Super 8 (http://www.super8-movie.com/): "The best summer movie of the year." Huh? Is it the best movie of the summer? Or the year? I think they want it both ways so they created something nonsensical that still manages somehow to get the message across.

English just works that way. Read Lewis Carroll's "Jabberwocky" (http://www.jabberwocky.com/carroll/jabber/jabberwocky.html) , or listen to a delightful song rendition by one of my favorites, Phil Harris: http://www.youtube.com/watch?v=pz-oyJQmrRI

Marketing is less about words than it is about sound and intent. Bad news for writers. Good news for marketers. You can be viscerally understood without saying a damn thing.