Apostrophe Abuse
All over the internet and on leaflets, brochures, newspapers, posters – anywhere you can think of, the poor apostrophe is being abused. Doesn’t matter how big or small your company is – you are still capable of abusing an apostrophe.
There are only a few things you need to remember about apostrophes when copywriting…
Its and It’s
• It’s – abbreviates ‘it is’ or ‘it has’. “It’s important to write engaging copy.”
• Its – is possessive and does not need an apostrophe. “Its pages contained engaging copy.”
Apostrophes and possession
• Singular nouns need an apostrophe and an ‘s’ such as “the girl’s bike”.
• Plural nouns just need an apostrophe after the ‘s’ such as “the girls’ bike”.
• For plurals that don’t end in an ‘s’ add an apostrophe and an ‘s’ such as “the children’s bike”.
• For singular nouns that end in ‘s’ you get to choose such as “Miss Evans’ bike” or “Miss Evans’s bike”.
Apostrophes and omissions
• Omission of figures in dates such as “they get married in April ‘09″.
• You can indicate the omission of letters such as “they’re having fun”.
Once you know the rules for apostrophes you will spot their abuse everywhere. I’ve recently noticed the Radio Times, Cadbury and Tesco assaulting the apostrophe in their written copy.
Don’t be an apostrophe abuser – follow the rules above when copywriting.
Check out www.pureinkcreative.com for more grammar information.
Tags: copywriting apostrophes, grammar
