When politicians or corporate front men have to bridge a gap between what they are saying and what they know to be true, their preferred technique is to convey authenticity by speaking with misleading simplicity. The ubiquitous injunction Lets be clear, followed by a list of five bogus bullet-points, is a much more common refuge than the Latinate diction and Byzantine sentence structure that Orwell deplored.We live in a self-consciously plain-spoken political era. But Orwells advice, ironically, has not elevated the substance of debate; it has merely helped the political class to avoid the subject more skilfully. The art of spin is not (quite) supplanting truth with lies. It aspires to replace awkward complexities with catchy simplicity. Successful spin does not leave the effect of skilful persuasiveness; it creates the impression of unavoidable common sense. Hence the artifice becomes invisible just as a truly charming person is considered nice rather than charming.