Carl Friedrich Gauss (1777 - 1855)

That this subject [imaginary numbers] has hitherto been surrounded by mysterious obscurity, is to be attributed largely to an ill adapted notation. If, for example, +1, -1, and the square root of -1 had been called direct, inverse and lateral units, instead of positive, negative and imaginary (or even impossible), such an obscurity would have been out of the question.