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Archive for July, 2009

Whose apostrophe?

Posted by Catie Holdridge

For such a tiny punctuation mark, the apostrophe has an enormous tendency to confuse and irritate people.

The reaction to this all-too-common frustration is generally one of two extremes. The first is to try to cut them out altogether (as Birmingham council recently planned to do). The alternative is to start sprinkling them as liberally as an overzealous Italian waiter sprinkles black pepper. Then, at least, a few of them are likely to hit the right spot.

The problem with such excessive – or minimal – seasoning is that the overall effect of the dish (or document) will be compromised, or even completely undermined.

Possessive apostrophes

One of the apostrophe’s key jobs is to show possession. More specifically, it shows who possesses something. And identifying the ‘who’ in the sentence will make inserting the apostrophe and the -s (if needed – see below) that much simpler: just look to the end of the ‘who’ word, and add them afterwards. For example:

The cat’s top hat and bow-tie were very distinguished.

Here there’s clearly one well-dressed cat. But if there were two, or more, such dapper felines, each with their own outfits, it would be:

The cats’ dinner jackets and fob watches were to die for.

You’ll notice that there’s no need for an extra -s when the ‘who’ in possession is made plural. Though with a word that is inherently plural, you would. So:

The children’s cats’ dress sense was not to everyone’s taste.

So far, so straightforward. But there are a few points of potential confusion left yet.

Possessive pronouns

This is actually quite simple. Possessive pronouns (yours, whose, his, hers, theirs) will never need an apostrophe, because they don’t need any extra help to show possession. You might say:

Whose apostrophe? Certainly not yours.

‘Its’ meaning ‘belonging to it’ can also be put in the pronoun category: it doesn’t need an apostrophe. It’s entirely understandable to assume it would, by following the rule laid out above, but ‘it’s’ always means ‘it is’ or ‘it has’ – where the apostrophe indicates the contraction (missed out letters).

‘S’ names

When a name ends in –s, such as James, Tess or Emphasis, it may not be necessary to include the –s after the apostrophe. Rhythm is the secret here, and sometimes either way is fine. Generally, try saying the phrase aloud to see what sounds best (and what doesn’t make you sound like a snake with a stutter). For example:

Tess’s favourite route to work was down St James’s street. Mind you, Emphasis’ top-notch trainers make it clear that it could also be written St James’ street.

The language of advertising: innovative maverick or language outlaw?

Posted by Catie Holdridge

The power of language is often harnessed to persuade. And love them or hate them – it’s usually one or the other – advertisements certainly have a way of getting inside our heads. Not to mention getting us to take out our wallets. But how many rules do they break along the way?

Actually – quite surprisingly – not that many.

For example: ‘Skittles – taste the rainbow’. Well, one might point out that a rainbow is not something you can even get your tongue on, much less taste. But since we all understand the nature of metaphor (as well as the basic red = strawberry code, from childhood), there’s no need for any actual head-scratching.

Similarly, there was no cause for concern when the noun (for soft drink) ‘Tango’ transformed itself into a verb; though we may all briefly have lived in fear of being ‘Tangoed’. After all, this method crops up in modern business language too, where tasks can now be ‘actioned’, even if not everyone is thrilled about it.

Indeed, if we didn’t instinctively understand the underlying rules of language, then the adverts just wouldn’t work. Other such tools on the advertisers’ belt include connotation, word-play and humour.

So, when Herbal Essences fervently promise ‘a totally organic experience’, they may raise a smile. When the makers of SMA follow-on baby milk assure us that ‘we know’, we feel reassured that they do recognise, empathise with and understand all the inherent pressures, panics and pleasures of parenting  – despite them actually saying none of this. They know which blanks to leave for us to fill – in other words, they know their audience.

When a product is extremely well-known and recognisable, of course, it will carry its own connotations that go far beyond the need for verbal or written prodding. If, forty-odd years ago, a slogan merely read: ‘The Coke side of life’, it would have meant precious little to anyone. These days, the drink has such a long-established image that we’ll automatically connect it with being young/picnics/holidays/Christmas – or summer/celebrating/energy and so on. The language of advertising is often difficult to separate from its context and imagery, and it is this combination that makes it such a powerful force.

Our great ability to make sense of, accept and incorporate new words is what makes the dictionaries thicker every year (recent additions to Merriam-Webster include ‘frenemy’ and ‘vlog’). It’s also what keeps the English language alive – even if it is what keeps the advertisers’ bank accounts growing too.

Police wasting time

Posted by Catie Holdridge

The police often have a hand in giving out long sentences. Now they’re writing them.

A potentially record-breaking 102-word single sentence appears in the Association of Chief Police Officers’ comeback to a government report on policing. Here’s the offending passage (note – do not attempt to read this before operating heavy machinery):

“The promise of reform which the Green Paper heralds holds much for the public and Service alike; local policing, customized to local need with authentic answerability, strengthened accountabilities at force level through reforms to police authorities and HMIC, performance management at the service of localities with targets and plans tailored to local needs, the end of centrally engineered one size fits all initiatives, an intelligent approach to cutting red tape through redesign of processes and cultures, a renewed emphasis on strategic development so as to better equip our service to meet the amorphous challenges of managing cross force harms, risks and opportunities.”

If you made it to the end: well done. This kind of meandering, jargon-heavy sentence would almost certainly lose most readers a quarter of the way through: 35 words should be the maximum length in such a document.

Although a spokeswoman did hold her hands up on behalf of the police chiefs’ verbosity, she also posed the defence that the piece was written primarily to persuade civil servants. She claimed it was therefore written in ‘a language familiar to them’.

The civil servants we’ve worked with certainly deserve a lot better.

But if she’s right about ACPO’s audience, it’s little wonder that we’re all prisoners to paperwork.