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. An occurrence 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 one can cut the poster down to make a sequential flip book. This reinforces the speed the word must be repeated in order for semantic satiation to occur.