someone better qualified than me will hopefully explain but that is correct - in English English.
But of course if you're trying to reach as US audience you should be using US English.
Sorry Apropos, it's not correct in English English either.
The apostrophe is possessive in all cases except its.
One of those dozy rules that no one can explain, but everyone points out.
my mistake - Wikipedia says:
"it's" is a contraction of "it is" or "it has"
should be "its" in this case
In the UK a few years back, the same mistake was made on an ad for the Teacher Training Agency.
Ouch.
I can understand lack of creativity. Even mediocrity (though I find it disgusting when it
’s voluntarily perpetuated). But superficiality…, that’s something I’m biologically allergic to. Still, there’s something worse than superficiality: MASS SUPERFICIALITY. I can almost understand being superficial on your own, but… being superficial together, that’s just too much love. Probably the darkest form of consensus.
@Dave
Thank god! I was just about to make a definitive decision that I
’ll only use French as a foreign language for the rest of my life.
(Lovely way of displaying apostrophes! 
Thank you, Blogger, that's the kind of superficiality I was talking about.)
As a former copy editor, I can only cringe.
Here in DC, the WaPo is suffering from the same sorts of egregious grammatical and spelling errors. (Just this morning I read a story in which someone had made a posting in an online "bullet board.")
One can only conclude that their newsroom layoffs have disproportionately fallen on the copy desk. Some genius probably figured spell check would pick up the slack.
I can attest that that's true, Heidi. The publication I was at laid off the entire copy desk in one fell swoop...copy editing was seen as a luxury that required four or five full-time staffers.
Apostrophe abuse--punctuation errors in general, actually--are a huge peeve of mine. But I have to tell you, the generations behind ours? Really don't give a rat's ass. Errors are scarcely noticed, and when they are, they're dismissed without impact.
It's sad, but in my experience, it's true.
A result of growing up texting, perhaps?
http://i36.tinypic.com/2r6hann.jpg
(here's the ad lifted from Prestige mag, so they may have corrected it)
Isn't it bad art direction that's the culprit here? There's no apostrophe, but the layout implies there is, thanks to the comma placed above. We can safely assume that the venerable and monied are the most likely purchasers, but if it plays havoc with Bob's bifocals, then he's surely not the only one. Caps and reverse type, however...I could go on.
I see lots of em and en dash mistakes these days, too...
@Apropos ... that you had to look up the 'its' rule on wikipedia means I will never visit your website or read your blog.
Good luck.
http://www.angryflower.com/bobsqu.gif
I swear Bob the Blogger is not Bob the Angry Flower (or Bob the Builder, as far as I know).
@Angela (no URL)
as I said, my mistake
no excuse
I am a shit person
As somebody hinted earlier, this is just part of a more general malaise that began in spoken communication, here in Albion if I am not mistaken, and spread, like a virus, to the printed word. It didn't start with texting, but this grim activity helped it along. It was first spotted in Blighty over twenty years ago when sloppy glottal-stopping seeped into the mainstream, and the cut-glass accents promoted by the BBC and practiced only by toffs and royals began to lose traction - to the point where politics moved in, and positively promoted the idea that egalitarianism was the only game in town. This also included the adoption and integration of what I believe is called gangsta-rap into our sovereign language, to the point where it is now considered quite normal to preach violence toward another, and lack of respect for our womenfolk - sorry, our hoes, with no apostrophe.
From here it was but a small step to misplacing a dot with a tail and, as your contributor is eager to remind us, so far down the pike have we travelled, that most young people wouldn't know the difference, and if they did, they wouldn't care. And my guess is that whoever scripted the ad', and whoever proofed it, were in the age range 20-30
My guess? Someone sat on it for a long time, after the media buy, then someone went on vacation, so the media department got an extension, then someone got swine flu, so the media department got an extension, then someone decided to change it all because of the prominence of the media buy (the back cover!), but the media department had used up all the extensions so it ended up being an all-nighter, right at the buzzer and voila.
Or maybe they all just screwed up.
HORRIFYING..
Range Rover is responsible--but wow--it would have been the "un-expected value" that the copy ppl. at The New Yorker, should have delivered by catching it on (its) way through..
Carlos
@hockeynuts
Cover the logo with your hand, and tell me this isn't a Chrysler ad. Typo or not, Rover should be embarrassed.
Damn it people, this brand used to be about something.
Sincerely,
Old Man Peterson
Apropos the general pitch of this blog, here is a THE new benchmark:
http://bbh-labs.com/so-what-exac...nd-marketing-
be
(not mine I hasten to add)
Weren't most of the rules of English Grammer that a certain type of person takes oh, so seriously (double negatives, split infinitives etc) made up by a handful of people in a coffee shop in the C17th?
95% of the English speaking world really couldn't give a monkeys.
Did you just say "Grammer"?
gramma, grama, gram-R, Grey Marr, grrrmaaah, gruma..
Tom,
He wasn't at the coffee shop.
Carlos,
I'm with you
—someone at The New Yorker should have made sure we never heard of it at all.
Bob,
About ten years ago I picked up a Ms. magazine off the newsstand with feminism misspelled on the front cover in 2" letters.
That was when I suspected we're headed to Hell in a handbasket a lot faster than I'd imagined. Now... it's almost hopeless.
Regards,
Kelly
It's all a cunning ruse, surely. Whoever it emerges was the culprit will get fired (probably having been set up), ergo more money for everyone else. These are hard times, we have to be cut-throat.
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