Isaac Asimov, in a side-remark in his Treasury of Humor, mentioned a conversation in which a participant expressed outrage at a politician blathering about “American goals”. “His specialty is jails, not goals,” and then seeming to expect some laughter. It was only on reflection that Asimov realised that the speaker, who was British, had spelled it gaols in his mind.
I was reminded of this by this Guardian headline:
Labour has shifted focus from bingo to quinoa, say swing voters
The words bingo and quinoa look vaguely similar on the page, but they’re not pronounced anything alike. Unlike Asimov’s example, this wordplay is in writing, so spelling is important. My feeling is that wordplay has to be fundamentally sound-based, so this just doesn’t work for me. Maybe the Guardian editors believe in visual wordplay.
Alternatively, maybe they don’t know how quinoa is pronounced.