Innocently using a swear word in times of crisis or shock is reasonably acceptable, as general converstaion is not or written down is just not acceptable in my book.
Ditto that.
I take a slightly different tack to this: I detest any process that belittles or cheapens things.
The English language has less than a dozen swearwords, and probably only four are suitable when you hit your thumb with a hammer.
The Toyota ad was brilliant in that it took a "no-no" word and applied it to situations where everyone would agree it was truly warranted.
What else could you possibly say when the treestump popped out over the ute and took out the window?
But in so doing, they took a word which needs an exclamation mark, and made it conversational.
Now you can say it anywhere, and read it most places, without it causing a ripple.
So what do you say now, when the treestump goes through the window? The word is so cheap it hardly has any impact.
Well you go for the next one, and the next one, until they are all used up.
Unfortunately swearwords take generations to make, so when they're gone, they're gone.
We need to treasure our swearwords, and use them only when absolutely necessary!
Good on the British Advertising standard to ban the Australian tourism ad, it was about to rob us of a very nice middle-of-the-road swearword.
Edit: To lessen Zolt's irritation on this forum, "cr@p" now appears as "crud" B)