When someone drew a picture of Pope John wearing an Avis 'We try harder' button, those words no longer meant which car rental to patronize, and yet some of the overtones from its original meaning are there and make a contribution to the new situation.
Words have life and must be cared for. If they are stolen for ugly uses or careless slang or false promotion work, they need to be brought back to their original meaning - back to their roots.
Creativity belongs to the artist in each of us. To create means to relate. The root meaning of the word art is 'to fit together' and we all do this every day.