The great enemy of clear language is insincerity. When there is a gap between one's real and one's declared aims, one turns, as it were, instinctively to long words and exhausted idioms, like a cuttlefish squirting out ink.
aim clear cuttlefish
These are some quotes by British author George Orwell Author, who lived between June 25, 1903 and January 21, 1950.