- Created for The Bad Words Experiment exhibition this poster/ﬂip book is an exercise exploring
the power of “bad words” by using the cognitive neuroscience phenomenon known as semantic satiation
in which repetition causes a word or phrase to temporarily lose meaning for the listener, who can only process the words as repeated meaningless sounds. By using the English Pronunciation Key to respell
the word “Fuck” to the phonetic \Fuk\ the observer is in the position to verbally repeat the word
until the listener experiences semantic satiation themselves, relegating the so-called “bad word” to a meaningless sound. By using the instructional marks on the opposing side the poster can be cut to make
a sequential ﬂip book. This reinforces the speed in which one must repeat the word in order for
semantic satiation to occur.