Apostrophes aren’t everything, but they matter

You know when something’s wrong but you’re not sure what? Well, you’re not alone.

Two years’ free Sky broadbandIt should read

2 YEARS’ FREE
SKY BROADBAND
UNLIMITED

I know what it means. It’s hard to get wrong however you read it. Even if there were an apostrophe in the wrong place (year’s), few people wouldn’t get the message. So it isn’t a deal-breaker, and I won’t cancel my Sky broadband over this.

But because it is clear, I did think twice about writing this post.

If you share my view that, broadly, writing’s about getting your ideas and messages across to people in a way they will understand. Then punctuation’s secondary. With that in mind, the words in the ad do the job.

What peeves me, though, is the underlying message: we couldn’t care less. I don’t believe a £5.7bn turnover business couldn’t put in place a process to get this right or to avoid it altogether.

SKY BROADBAND
UNLIMITED
FREE FOR TWO YEARS

See.

Am I alone on this?

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