http://www.englishandmedia.co.uk/emag/subscribers/downloads/archive_emag/_emagpast/Rosen_TTTT.html 
This article highlights how in today's society, we shorten words for convinience. For example: "zoological gardens" becomes "zoo"; "gymnasium" because "gym"; and "increasing the number of repetitions" becomes "reps".
However, it points out that sometimes clipping can lead to confusion. For example, "reps" means different things depending on the context. "If you work in a shop, then a ‘rep’ is the person 
  who comes round trying to get you to buy stuff. If you work in the theatre then 
  ‘rep’ is ‘repertory theatre’, the kind of theatre that puts 
  on several plays in rotation in the same week. Many years ago, in the eighteenth 
  century to be precise, ‘rep’ meant someone’s ‘reputation’."
There are examples of clipping even in Shakespere "in Romeo 
  and Juliet, as when Capulet calls Tybalt ‘coz’ even though he 
  isn’t his ‘cousin’". There are still examples of this in today's society. For example, "brother" is clipped to "bro" and "sister" to "sis".
  
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