I posted this on the Burnside Blog, so if you read both, my apologies for the redundancy.
NOTE: This blog originally contained two photos of signs found at Target advertising Trouser's and Jean's. But Blogger removed the photos. Maybe Target owns Blogger?
Anyway, without the photos, the blog just reads like a snobby rant. Which I guess it is ...
I know, I'm a grammar snob. I know that far worse errors are being overlooked in the halls of education. Like, bringing guns to class. And I know we all do things in our private penmanship we aren't proud of. (Or, "of which we are not proud.")
But when bad grammar usage makes it into corporate signage, spread on every sale rack in the Target chain whose ads aim for today's hip clientele and tomorrows tastemakers ... Then I really have to speak out. And it's always the same crime. The apostrophe.
Since when doe's an anything with in an "S" have an apostrophe? I's thi's becau'se we're outsourcing our sign's to Ch'i'n'a?
Here's (here is) when to use the punctuation in question.
- To indicate the contraction of two words.
here is = here's. We will = we'll. You are = you're
- Or possession; belonging to...
Susan's pet peeve. The pet peeve that Susan has.
Sophie's Choice. The choice that Sophie made.
- DO NOT USE on Plurals. The S just indicates that there is more than one.
Pants: many pants. Trousers: many trousers.
Idiots who make signs. Many idiots make many signs.
And now a moment of silence to remember why we are here: not to eradicate poverty, injustice or Justin Timberlake. We're here to make grammar waymobetta.
PS: As Annina below points out, a common faux pas of the apostrophe is its vs. it's.
It's only it's when it's a contraction of it is.
- Baby it's cold outside. It's all good. It's Miller Time.