Sign Up For Our Free Grammar E-Newsletter

When Branding Undermines Spelling

• Spring is in the air, which means that in America, major-league baseball is on the air. In San Francisco, two members of the hometown Giants’ broadcast team are former major-leaguers Mike Krukow (pronounced CREW-ko) and Duane Kuiper (KY-per). The team’s publicity department refers to these popular announcers as “Kruk” and “Kuip,” which we are meant to pronounce “cruke” and “kipe.” But baseball greenhorns see “Kruk” and “Kuip” and say “cruck” and “quip.”

• In Hollywood, good things have started to happen for a talented young entertainer called King Bach, who got his start by making YouTube videos.

Most readers over thirty will look at the name and pronounce it “King Bock.” But once you learn that the young man’s real name is Andrew Bachelor, you realize that “Bach” is supposed to rhyme with match.

Why the haywire spelling of celebrity nicknames nowadays?

The culprit is “branding,” which a business website defines as “the process involved in creating a unique name and image for a product in the consumers’ mind.” By the way, note the cynicism lurking in that phrase “consumers’ mind”—shouldn’t it be “minds”? Evidently, marketing departments view the public as little more than a pliable homogeneous organism.

Why can’t Krukow and Kuiper be “Kruke” and “Kipe”? And why doesn’t Andrew Bachelor call himself “King Batch”? Apparently, a commandment of branding is that you may lop letters off if it makes the moniker more catchy, but you must not alter the spelling to make the pronunciation more reader-friendly, because that would taint the brand and perplex the pliable homogeneous organism.

Subverting long-established conventions of phonetic spelling with sobriquets like “King Bach” and “Kruk” and “Kuip” may irk some of us, but these corporate misspelling tactics mirror the popular culture’s penchant for glib but irrational abbreviations. Consider the mass acceptance of “mic,” which has been driving word nerds batty for years.

“Mic” is a bogus abbreviation of microphone. (Chances are, your neighborhood pub has a regular “open mic” night on its calendar.) But for decades before the intrusion of “mic,” the word was mike: “Ike is good on a mike” went a line from a popular early-1950s jingle about presidential candidate Dwight D. Eisenhower.

There is also a verb to mike, meaning “to place a microphone near.” But if you buy into “mic,” what would the past tense of “to mic” be? Was the speaker micd? mic’d? miced?

A bicycle is a bike, not a “bic.” So let’s get over this dopey notion that a microphone is a “mic.”

To comment on this grammar tip, click on the title.

Posted on Monday, April 4, 2016, at 6:32 pm


Spell Well, and Excel

Take care that you never spell a word wrong. Always before you write a word, consider how it is spelled, and, if you do not remember, turn to a dictionary. It produces great praise to a lady to spell well.
—Thomas Jefferson to his daughter

If there are spelling and grammatical errors, assume that the same level of attention to detail probably went into the gathering and reporting of the “facts” given on the site.
—Randolph Hock, The Extreme Searcher’s Internet Handbook

Don’t write naughty words on walls if you can’t spell.
—from the song “Be Prepared,” by Tom Lehrer

Here is another of our spelling drills. In keeping with our policy, these are words that you hear all the time. You’ll find the answers directly below.

1. They specialize in ___ with a focus on fashion and quality.

A) aparrel
B) apparrel
C) apparel
D) aparell

2. Listen to the ___ of the falling rain.

A) rythum
B) rhythum
C) rhythm
D) ryhthm

3. This ___ is important to help us qualify your needs.

A) questionnaire
B) questionaire
C) questionnair
D) questionair

4. “Smooth ___, Hoover!”

A) manuver
B) manuever
C) maneuvor
D) maneuver

5. The seller retains ownership until the final ___ is paid.

A) instalment
B) installment
C) installmint
D) instahlment

6. Ancient Troy was captured by an elaborate ___.

A) stratagim
B) strategim
C) strategem
D) stratagem

7. Jerry’s ___ behavior embarrassed the ambassador.

A) asinine
B) assinine
C) asanine
D) asinyne

8. I walked a mile in my ___.

A) mocasins
B) moccasins
C) mocassins
D) moccassins

9. Trace your ___ to learn more about your family.

A) geneolagy
B) geneolagey
C) geneology
D) genealogy

10. That shy student from Bogotá, ___, became her husband.

A) Collumbia
B) Colambia
C) Colombia
D) Columbia

ANSWERS

1: C) apparel

2: C) rhythm

3: A) questionnaire

4: D) maneuver

5: B) installment

6: D) stratagem

7: A) asinine

8: B) moccasins

9: D) genealogy

10: C) Colombia

To comment on this grammar tip, click on the title.

Posted on Tuesday, March 22, 2016, at 10:38 am


You Lost Me After “Feb”

Feb-yoo-ary. Febber-ary. Feb-wary. Can’t anyone around here say “feb-roo-ary”?

It’s time to revisit dissimilation, the labored linguistic theory that purports to explain why so many of us don’t say February’s two r’s. The online American Heritage dictionary has the following usage note at “February”: “The loss of the first r in this pronunciation can be accounted for by the phonological process known as dissimilation, by which similar sounds in a word tend to become less similar.”

Translation: the second r in February makes people mispronounce the first r.

My first reaction was that some intellectuals with too much time on their hands had come up with a fancy term for slovenly speech. Isn’t dissimilation merely an erudite synonym for tongue-twister? I’m not quite ready to buy all this “phonological process” business; the simple truth is that people generally are hurried speakers, and saying words like February takes a little extra care.

Here are some other hard-to-enunciate dissimilation words:

Asterisk  The second s gets dropped, and we are left with the icky “aster-ick.”

Candidate  People say the first two syllables as if they were saying “Canada.”

Hierarchy  You often hear “high-arky,” with the er slurred. We should aim “higher.”

Prerogative  I bet most people think this word is spelled “perogative,” because that’s typically what you hear. Only careful speakers say the first r: pre-rahg-ative.

Minutiae  Here’s a word no one says right. The traditional pronunciation, believe it or not, is min-OO-she-ee or min-YOO-she-ee. Good luck with that. I’ve never heard anything but “min-oo-sha,” because “sha” is a whole lot easier than saying two long-e syllables, one right after the other

*                                          *                                          *                                          *                                        *

I’ve put in enough time on this odd little topic to observe that dissimilation has a flip side. I’m calling it “impulsive echoing”: the tendency to irrationally add similar sounds within words, despite their spelling. Check these out:

Ouija board  If you are American, either you or someone you know says “wee-jee.” The standard pronunciation is WEE-ja. How does ja become “jee” unless impulsive echoing is real?

Cummerbund  Look at that spelling and then tell me why so many speakers add a phantom b: “cumber-bund.”

Pundit  I’ve heard seasoned public figures—hello, Hillary Clinton—say “pundint.”

Whirlwind  I’ve also heard veteran TV journalists—hello, Wolf Blitzer—say “world wind.”

Sherbet  That’s how you spell it, all right. What happens when the people who add a second r and say “sher-bert” meet the people who drop the first r in February?

—Tom Stern

To comment on this grammar tip, click on the title.

Posted on Wednesday, February 3, 2016, at 11:26 am


Ain’t That a Shame

We are gratified that our readers are uncompromising about the English language. Over the course of fifty articles annually, we get our share of lectures, challenges, and rebukes. We welcome all your comments, but before you write, keep in mind the final edict in last week’s Stickler’s Ten Commandments: Be sure you are correct before you cry foul.

• One correspondent admonished us to replace over with more than in sentences like the package weighs over ten pounds. This myth has been around a long time, but few if any language scholars take it seriously. In an article titled “Non-Errors” the eminent grammarian Paul Brians says, “ ‘Over’ has been used in the sense of ‘more than’ for over a thousand years.”

• When we wrote “formulas,” a reader said that the correct plural is formulae, and those who write “formulas” are “the same lazy folk who would use ‘octopuses’ rather than ‘octopi.’ Please, don’t be lazy.”

While it is true that formulae is preferred in scientific contexts, formulas is most writers’ choice in other applications. The Associated Press Stylebook does not even acknowledge formulae. As for octopi, it is listed in most dictionaries, but that does not make it correct. In his book What in the Word? Charles Harrington Elster states that octopuses is the right choice: “Because octopus comes from Greek, not Latin, the Latinate variant octopi is inappropriate and is frowned upon by usage authorities.”

• But the biggest tiff of 2015 was over the use of that in sentences like She is a woman that likes to laugh. There is nothing grammatically wrong with a woman that likes.

Oh, but try telling that to all the readers who wrote in insisting that that must never be used to refer to humans. In 2014 we ran two articles which we hoped would put this dreary matter to rest forever (you can read them here and here). We’ll say it again: The pronoun that applies to humans as well as nonhumans. You may not care for how it sounds. You may not like how it is used nowadays. But rules of grammar transcend our personal preferences.

Most of the correspondence on this topic included some variation on “this is how I was taught.” Well, maybe so, but as the years pass, sometimes the memory plays tricks. And teachers are not infallible. Even the best ones harbor their own opinions, biases, and delusions, which might slip out in the classroom and be taken as fact by a callow student.

Too many of us cling to cherished misconceptions out of loyalty, sentiment, nostalgia—or sheer force of habit. If Albert Einstein’s theory of relativity were disproved tomorrow, would any reputable scientist disregard the overwhelming evidence because of his allegiance to Einstein?

 

Pop Quiz

Correct any sentences that need fixing.

  1. That basketball player is over seven feet tall.
  2. I prefer people that don’t tell everything they know.
  3. A couple dollars is all that place charges for a great taco.

 

Pop Quiz Answers

  1. That basketball player is over seven feet tall. CORRECT
  2. I prefer people that don’t tell everything they know. CORRECT
  3. A couple of dollars is all that place charges for a great taco.

To comment on this grammar tip, click on the title.

Posted on Tuesday, January 12, 2016, at 2:14 pm


Year-End Quiz

To close out 2015 we have put together a comprehensive pop quiz based on the year’s GrammarBook.com grammar posts. The quiz comprises twenty-five sentences that may—or may not—need fixing. Think you can fix the ones that need help?

You’ll find our answers directly below the quiz. Each answer includes, for your convenience, the title and date of the article that raised the topic.

This quiz is not for dilettantes. Good luck, and we hope to see you back here after the holidays.

 

Jumbo Pop Quiz: 2015 in Twenty-five Questions

1. I have an affinity for pizza.

2. People that like a couple drinks before dinner are my idea of good company.

3. Let him who is without sin cast the first stone.

4. We dined with people from Chicago, Illinois, Brooklyn, New York, and San Diego, California.

5. There are three different pools on the property.

6. Do you have any future plans you can tell us about?

7. It was a hazel doormouse with golden-brown fur and large black eyes.

8. Fifty dollars are too much to pay for a toaster.

9. The differences between us and them are miniscule, so take your pick.

10. Toby has gotten himself into trouble this time.

11. The dry soil has drank up every last raindrop.

12. The hotel is in close proximity to the corporate, financial, and fashionable heart of the city.

13. In Big Sur the view from our balcony was simply incredulous.

14. Erik was born on June 5, 1975 in Oslo, Norway.

15. Hanging around with fantastic writers rubs off on you after awhile.

16. Choose the more likely sentence:
A) Ruben compared Giorgio’s spaghetti to dog food.
B) Ruben compared Giorgio’s spaghetti with dog food.

17. Here is what I want from the store: Onions, potatoes, and broccoli.

18. The challenge so enervated her that she rushed out and sprinted two miles.

19. These two crooks just wanted to steal each others’ money.

20. Storm clouds creeped unnoticed over the distant mountains.

21. Luckily, the guide found them and lead them to safety.

22. She loved three men equally, so choosing a husband was a difficult dilemma.

23. McCloy knew he’d lied to Anita, but his alibi was, “I didn’t want to hurt her.”

24. The conflict centers around the atrocities of war.

25. I am writing in regards to employment opportunities at your firm.

 

Jumbo Pop Quiz Answers

An asterisk (*) indicates that there are more correct answers than one.

1. I have a fondness for pizza.* (Words in Flux, 1-13)

2. People that like a couple of drinks before dinner are my idea of good company. (Nice Publication—Until You Read It, 1-27)

3. Let him who is without sin cast the first stone. CORRECT (Media Watch, 2-17)

4. We dined with people from Chicago, Illinois; Brooklyn, New York; and San Diego, California. (The Man Who Hated Semicolons, 3-31)

5. There are three pools on the property. (Media Watch, 5-5)

6. Do you have any plans you can tell us about? (A Twenty-first Century Usage Guide, 5-12)

7. It was a hazel dormouse with golden-brown fur and large black eyes. (A Twenty-first Century Usage Guide, 5-12)

8. Fifty dollars is too much to pay for a toaster. (What Kind of Rule Is Usually?, 5-19)

9. The differences between us and them are minuscule, so take your pick. (Spell Check, 5-26)

10. Toby has gotten himself into trouble this time. CORRECT (Misbegotten Views on Gotten, 6-30)

11. The dry soil has drunk up every last raindrop.
(Irregular Verbs Can Be a Regular Pain, 7-7)

12. The hotel is close to the corporate, financial, and fashionable heart of the city.* (Don’t Put It in Writing, 7-14)

13. In Big Sur the view from our balcony was simply incredible. (Grammar, Vocabulary Go Hand in Hand, 7-28)

14. Erik was born on June 5, 1975, in Oslo, Norway. (Media Watch, 8-4)

15. Hanging around with fantastic writers rubs off on you after a while. (Media Watch, 8-4)

16. A) Ruben compared Giorgio’s spaghetti to dog food. (Compare To vs. Compare With, 8-18)

17. Here is what I want from the store: onions, potatoes, and broccoli. (Colons and Capitals, 8-25)

18. The challenge so energized her that she rushed out and sprinted two miles. (You Can Look It Up, 9-15)

19. These two crooks just wanted to steal each other’s money. (Each Other vs. One Another, 9-29)

20. Storm clouds crept unnoticed over the distant mountains. (Why Irregular Verbs Are Strong, 10-6)

21. Luckily, the guide found them and led them to safety. (Why Irregular Verbs Are Strong, 10-6)

22. She loved three men equally, so choosing a husband was a difficult predicament.* (Slipshod Extension, 10-13)

23. McCloy knew he’d lied to Anita, but his excuse was, “I didn’t want to hurt her.”* (Slipshod Extension, 10-13)

24. The conflict centers on the atrocities of war.* (When Idioms Become Monsters, 10-20)

25. I am writing in regard to employment opportunities at your firm. (Give the Gift of Pedantry, 12-1)

To comment on this grammar tip, click on the title.

Posted on Tuesday, December 15, 2015, at 2:31 pm