We have great respect for the power of vernacular. Tone of voice, jargon, and proper pronunciation are all critical for connecting with an audience. If you're not authentic, you'll be sniffed out quick. I first learned this lesson while studying graphic design at UMass Amherst. Everyone on campus instantly pegged an outsider as soon as they called our town Am-Herst, as opposed to the locally preferred Am-erst.
The Purgatoire River in southeastern Colorado is another colorful example. Running east from the Sangre de Cristo mountains along the Santa Fe Trail, it has been beset by a mixed bag of cultural influences that include Spanish conquistadors, French trappers and Anglo ranchers. Spelled "Purgatoire" as the French would have it, current day residents insist on calling it the "Purgatory." Some even prefer the "Picketwire" as John Ford put it in "The Man Who Shot Liberty Valance."
A notable angle is that these references developed over generations. But our current dictionary is changing as we speak. Keeping your ear to the ground to know what vernacular your audience is speaking is critical. It's not easy, but it's critical.
DPV / East Arlington VT