Some writers think that using elevating-sounding language makes a better presentation. But that approach won’t work if the language used violates the expectations of the audience. Communication is actually a two-person process. If the sender provides a message outside the conventions accepted by the receiver, then the receiver will not entirely understand the message, resulting in less effective communication. Only when the sender respects the conventions of the receiver when sending a message is that message effectively communicated.
Latin phrases provide lots of good examples of this effect. Perhaps the most common Latin phrase in technical writing is quid pro quo, which literally means one thing for another. It connotes a cooperative arrangement between two parties who provide equivalent services or items to each other.
While it sounds elevated (after all, it’s in the language of a civilization that lasted for about 1000 years), using quid pro quo when your audience does not understand the meaning provides less effective communication. More effective communication, not less effective, leads to more effective writing.
Quid pro quo finds common usage in the legal community as well as many business sectors. Outside of these contexts, more effective technical writers will avoid phrases like quid pro quo. And because the phrase is part of a foreign language, more effective technical writers will use italic typeface to write quid pro quo.
So recognize quid pro quo with your audience. If they expect to receive a message according to certain conventions, then ensure your message respects those same conventions. More effective communication makes for a more effective presentation, and that will reflect favorably on both you and your brands.