A.V.
Play along with him. If he doesn't like books, what about poems and rhyming games and songs? He may also like puns. If he has an interest in a topic, build from there. "Look, DS, this book is about frogs. Frogs are amphibians!" Keep using "big words" with him. My DD went through a phase where she would ask what x word meant and she'd tuck that info away. We didn't stop using larger words, just explained when she didn't get the context.
We also like magazines like High 5 and Ranger Rick Jr. I get them when Mamapedia has a coupon offer.