Using jargon is one of the besetting sins of most professions, none more so than advertising. From 'through-the-line' to 'brandology', advertising has a particular penchant for coining buzzwords. And of course there's nothing wrong with this. Sometimes new words are called for to express new concepts. What's more, there is a role for jargon as an intellectual shorthand. But problems arise when it is used either to impress or as a substitute for thinking. Then words end up being pushed around like pieces on a boardgame to no purpose.

George Orwell, in his famous Essay 'Politics and the English Language,' was quite right to advocate plain English:

(i) Never use a metaphor, simile, or other figure of speech which you are used to seeing in print.
(ii) Never use a long word where a short one will do.
(iii) If it is possible to cut a word out, always cut it out.
(iv) Never use the passive where you can use the active.
(v) Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
(vi) Break any of these rules sooner than say anything outright barbarous. '

Of course these rules are not set in stone (i). That we quote this might well be rank antidisestablishmentarianism on our part (ii), but (and here's the crux of the matter, the kernel, if you will (iii) ), jargon's pitfalls should be studiously avoided (iv) comme il faut (v and vi.)