-
(单词翻译:双击或拖选)
Grammar Girl here.
Today I'm inspired by a couple of listener questions.
Hi, Grammar Girl. This is Katie, and I was wondering if you could touch on your and you're. There's not a day that goes by that I don't see this grammar mistake. Thanks a lot.
Katie called in a while ago, but recently Bill Mills made me aware of a weird1 ad campaign that seems to misuse2 the word your, so I decided3 it was a good time to tackle this topic.
First, I think people get these two words mixed up for a simple reason: they sound the same. You just have to remember the difference. Your, Y-O-U-R, is the possessive form of you. Does this belong to you? Is this your strangely worded ad campaign? Your: Y-O-U-R.
You're, Y-O-U-apostrophe-R-E, is a contraction4 of two words: you are. Remember that an apostrophe can stand in for missing letters, and in this case it stands in for the missing letter a. It doesn't save much space, but it does change the phrase from two syllables—you are—to one syllable—you're, so I guess it serves an honorable purpose. You're the best listeners ever! You're: Y-O-U-apostrophe-R-E.
Now that we have that squared away, you won't believe the ad campaign Bill pointed5 out to me. The company is Seagate, and the new tagline for one of its products is Your on—but not Y-O-U-apostrophe-R-E on, as you would expect, but rather Your on—Y-O-U-R (possessive) on. I have a screen shot at my website so you can see that I'm not making this up.
Bill thought it was a typo, but I've worked in marketing6 before and I know how many people have to sign off on something like this. So I figured the marketers must be trying to do something funky7 such as make the word on a noun. As in, Here, I have this on thingy for you. Wow, thanks! I've always wanted an on.
Not wanting to unfairly malign8 Seagate, I asked them what they were thinking and someone named Forrest Monroy was kind enough to reply. Here's his response:
"Your On" is spelled this way to indicate that Seagate is your (possessive) access to being "on." In essence, Seagate = On.
This version ties the connection more closely to Seagate (as your access to being 'on') as opposed to the more traditional spelling of "You're On," which places the emphasis more closely on the consumer and away from Seagate itself.
At which point, all I could really think was, “Huh. Really? OK, if you say so.” But, there you go, Bill. It's not a typo; it's intentional9.
Now, because I'm Grammar Girl, I feel as if I should get riled up about this twisted use of the English language, but I found that I couldn't muster10 up much angst. Sure, Seagate might further confuse a few people who already get these two words mixed up, but I think they are much more likely to just elicit11 a bunch of quizzical responses from people who know the difference.
Still, I felt guilty that I wasn't upset—that is, until one of my Twitter friends, Christiana Ellis, of Nina Kimberly the Merciless fame, called in with this comment: Getting upset about marketing speak is like getting upset about the finer points of pig Latin. Ha. That's it. It's just marketing speak, and we all know it shouldn't be held up as a model of good language. It's the equivalent of expecting sports stars to be good role models for kids. You can argue that they should try harder, but get real: it's not going to happen. Marketing people are trying to get attention, and one way to do that is to push language past genteel limits. It's like getting upset about misspelled graffiti.
Web Bonus
Here are a few more comments from some of my Twitter friends. The assignment was to complete the following sentence: Getting upset about marketing speak is like getting upset about __________________.
Madpoet bad drivers. You just have to learn to deal with it/them.
CathleenRitt Bill Robertson's presidential run?
Susanreynolds weather. It'll be different tomorrow, so just let it pass on to the next new thing.
cherylcolan corporate12 greed. You're sick of it but you can't change it. Or can you?
ChefMark 4 year-old picking his nose. They'll do it no matter what.
Add your response in the comments section.
Thinking about marketing speak got me thinking about neologisms, or words that are made up or assigned a new meaning. Marketing people do this a lot, but most of us make up words every once in a while or hear a new word that we like.
Some of my favorite neologisms are blogosphere, which means all the blogs in the world, and McMansions, which refer to the cookie-cutter, super-sized houses that you see a lot in new subdivisions. They're both so evocative.
I put a call out on Twitter to see what neologisms other people like and these are some of my favorites:
ChefMark Locavore
PlanetRetcon Automagically
If you come over to the website at QuickAndDirtyTips.com you can see more neologisms that people submitted, and you can add your own to the list.
Web Bonus
Other people's favorite neologisms:
TeeMonster Podosphere, podfading, and podiobooks.
mlanger Truthiness
That's all.
I'm seriously excited because my audiobook is coming out on CD next week—July 24. It'll be available in all the major bookstores and you can already pre-order it online. If you're a teacher, a nice thing about having the audiobook is that you can use the lessons in class and not have to deal with the ads and announcements.
On another note, almost all the old episodes are still in the podcast feed, but a few are missing and a lot of people have asked me where they are. The answer is that I took them down because I wasn't happy with the quality, and I'm waiting for the right time to rework each of them. You saw that a few weeks ago when I released the remastered addictive13 versus14 addicting15 show, and eventually I'll get to the others. I don't want to re-release them all at once because I don't want long-time listeners to get bored.
Finally, if you visit QuickAndDirtyTips.com you can find all of my contact information, read the entire transcript16 of this podcast, and add your own favorite neologism to the comments.
Thanks for listening.
收听单词发音 |
1
weird
|
|
| adj.古怪的，离奇的；怪诞的，神秘而可怕的 | |
参考例句： |
|
|
|
|
2
misuse
|
|
| n.误用，滥用；vt.误用，滥用 | |
参考例句： |
|
|
|
|
3
decided
|
|
| adj.决定了的，坚决的；明显的，明确的 | |
参考例句： |
|
|
|
|
4
contraction
|
|
| n.缩略词，缩写式，害病 | |
参考例句： |
|
|
|
|
5
pointed
|
|
| adj.尖的，直截了当的 | |
参考例句： |
|
|
|
|
6
marketing
|
|
| n.行销，在市场的买卖，买东西 | |
参考例句： |
|
|
|
|
7
funky
|
|
| adj.畏缩的，怯懦的，霉臭的；adj.新式的，时髦的 | |
参考例句： |
|
|
|
|
8
malign
|
|
| adj.有害的；恶性的；恶意的；v.诽谤，诬蔑 | |
参考例句： |
|
|
|
|
9
intentional
|
|
| adj.故意的，有意（识）的 | |
参考例句： |
|
|
|
|
10
muster
|
|
| v.集合，收集，鼓起，激起；n.集合，检阅，集合人员，点名册 | |
参考例句： |
|
|
|
|
11
elicit
|
|
| v.引出,抽出,引起 | |
参考例句： |
|
|
|
|
12
corporate
|
|
| adj.共同的，全体的；公司的，企业的 | |
参考例句： |
|
|
|
|
13
addictive
|
|
| adj.(吸毒等)使成瘾的，成为习惯的 | |
参考例句： |
|
|
|
|
14
versus
|
|
| prep.以…为对手，对；与…相比之下 | |
参考例句： |
|
|
|
|
15
addicting
|
|
| 使沉溺（addict的现在分词形式） | |
参考例句： |
|
|
|
|
16
transcript
|
|
| n.抄本，誊本，副本，肄业证书 | |
参考例句： |
|
|
|
购买
在百度中搜索