{"id":70063,"date":"2020-12-09T15:49:57","date_gmt":"2020-12-09T15:49:57","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=70063"},"modified":"2021-01-08T09:32:06","modified_gmt":"2021-01-08T09:32:06","slug":"regras-da-apostrofe-tudo-vale","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/pt-pt\/copywriting-typography\/apostrophe-rules-anything-goes\/","title":{"rendered":"Regras do ap\u00f3strofo - vale tudo?"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p>Misusing apostrophes is one of the most common grammar mistakes marketers can make. And there has been no shortage of brands being called out because of it.<\/p>\n<p>Waterstones use to be called Waterstone\u2019s until they dropped the apostrophe in 2012 for online use. While Starbucks have never used an apostrophe in their branding whatsoever.<\/p>\n<p>So, is it high time all brands drop the apostrophe?<\/p>\n<p>We take a look at the correct use of an apostrophe, why they\u2019re used, and whether or not they still matter in a digital sphere.<\/p>\n<p>&nbsp;<\/p>\n<h2><strong>What\u2019s in this article?<\/strong><\/h2>\n<ul>\n<li><a href=\"#When\" rel=\"nofollow\">When to use an apostrophe<\/a><\/li>\n<li><a href=\"#Why\" rel=\"nofollow\">Why do we use apostrophes?<\/a><\/li>\n<li><a href=\"#Examples\" rel=\"nofollow\">Apostrophe examples<\/a><\/li>\n<li><a href=\"#Matter\" rel=\"nofollow\">Do apostrophes still matter?<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2 id=\"When\"><strong>When to use an apostrophe<\/strong><\/h2>\n<p>Apostrophes are a type of punctuation, typically used towards the end of a word. They usually show:<\/p>\n<ul>\n<li>Where letters have been left out<\/li>\n<li>Possession of an object<\/li>\n<li>Controversially, plural forms of certain words, numbers or symbols<\/li>\n<\/ul>\n<p>Apostrophes should always appear as part of a word, and never on their own.<\/p>\n<h3><strong>What are the three uses of an apostrophe? <\/strong><\/h3>\n<p>An apostrophe has three uses, or placements, in a word.<\/p>\n<h4><strong>Contractions <\/strong><\/h4>\n<p>Contractions are used to combine two short words into one, such as \u2018<em>it is\u2019<\/em> becoming \u2018<em>it\u2019s\u2019<\/em>, or \u2018<em>they would\u2019<\/em> as \u2018<em>they\u2019d\u2019<\/em>. You usually knock one or two letters off the front of the second word, then combine the two words with an apostrophe \u2013 for instance, \u2018<em>we will<\/em> \u2018to \u2018<em>we\u2019ll\u2019<\/em>. However, in some cases, the apostrophe can appear within the second word, such as \u2018<em>has not\u2019<\/em> becoming \u2018<em>hasn\u2019t\u2019<\/em>.<\/p>\n<h4><strong>Possessive nouns <\/strong><\/h4>\n<p>If you\u2019re showing that someone owns something, you should use both an apostrophe and an \u2018s\u2019 at the end of a word, such as \u2018<em>the brand\u2019s brochure\u2019<\/em>.<\/p>\n<p>However, when it\u2019s a plural possessive, the apostrophe can come after \u2018s\u2019. For example, using, <em>\u2018the designers\u2019 project\u2019, <\/em>to indicate that there are multiple designers involved.<\/p>\n<p>An apostrophe can also come after of a word that ends in \u2018s\u2019 to denote a possessive. For example \u2018Iris\u2019 pen\u2019 is the pen that belongs to Iris. That said, it\u2019s also become acceptable to write \u2018Iris\u2019s pen\u2019, which is actually closer to natural spoken language in modern times.<\/p>\n<p>There are many acceptations to this rule, hence why this is the one brands often get wrong.<\/p>\n<h4><strong>Plurals <\/strong><\/h4>\n<p>In most cases, you <strong>don\u2019t<\/strong> need an apostrophe to mark the plural form of a word. However, you still see many instances of this usage, which is known as the \u2018Grocer\u2019s Apostrophe\u2019.<\/p>\n<p>Next time you\u2019re shopping, look out for signs such as \u2018<em>easy-peel orange\u2019s\u2019<\/em> or \u2018<em>bag of carrot\u2019s\u2019<\/em>.<\/p>\n<p>While rules are there to be broken, this usage isn\u2019t recommended as it\u2019s widely regarded as just plain wrong and might reflect poorly on your professionalism as a brand. However, there are occasions when apostrophes are becoming accepted in plurals, as we\u2019ll come to see\u2026<\/p>\n<h4><strong>Exceptions to the rules<\/strong><\/h4>\n<p>There\u2019s one notable occasion when we DON\u2019T us the possessive apostrophe denoting ownership and that is in the case of pronouns such as our, your, their, and it. When they possess something, that thing becomes ours, yours, theirs or its, without the customary apostrophe.<\/p>\n<p>So we wouldn\u2019t use an apostrophe in the sentence:<br \/>\n<strong>The dog wags its tail.<\/strong><\/p>\n<p>But we would still use the apostrophe for contracting \u2018it is\u2019 to become \u2018it\u2019s\u2019, as in:<br \/>\n<strong>The dog wags its tail when it\u2019s excited.<\/strong><\/p>\n<p>There are also occasions when an apostrophe can be used for a plural. This is generally where the insertion of an apostrophe will make your meaning clearer, such as referring to single letters or numbers.<\/p>\n<p>For example, it\u2019s difficult to ascertain the meaning of this sentence:<br \/>\n<strong>The word Mississippi has four is.<\/strong><\/p>\n<p>Whereas an apostrophe clarifies the situation:<br \/>\n<strong>The word Mississippi has four i\u2019s.<\/strong><\/p>\n<p>Another example of an apostrophe helping out with plurals is in the phrase:<br \/>\n<strong>Do\u2019s and Don\u2019t\u2019s.<\/strong><\/p>\n<p>Which would be confusing were we just to write:<br \/>\n<strong>Dos and Don\u2019ts.<\/strong><\/p>\n<p>Sometimes you\u2019ll see the last apostrophe omitted like this:<br \/>\n<strong>Do\u2019s and Don\u2019ts.<\/strong><\/p>\n<p>While this is inconsistent, it\u2019s less messy looking which, is why it\u2019s widely used and understood.<\/p>\n<p>Numbers and years often use a plural apostrophe too, as in:<br \/>\n<strong>Babies born in the 2020\u2019s<\/strong><\/p>\n<p>The apostrophe here isn\u2019t strictly speaking correct, or even necessary, but it\u2019s a growing convention that\u2019s widely accepted, so it\u2019s unlikely to attract complaints from anyone but the strictest grammarian.<\/p>\n<p>These plural uses for the apostrophe are largely a matter of taste. It\u2019s up to you how you use them, but once you\u2019ve made a call, try to remain consistent \u2014 especially in brand communications.<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"Why\"><strong>Why do we use apostrophes?<\/strong><\/h2>\n<p>We use apostrophes to improve readability and show the function of a word. Contractions are frequently used in digital, to make the text more easily scannable to the reader.<\/p>\n<p>But without an apostrophe, the meaning of the word is easily lost.<\/p>\n<p>For example, if <em>we\u2019ll <\/em>(we will) lost the apostrophe, it\u2019s suddenly read as <em>well<\/em> \u2013 which already has several meanings, from health to water. Instead, the apostrophe tells the reader to see the contraction as two entities.<\/p>\n<p>The placement of the apostrophe for possessives also helps the reader determine whether one or more individuals are doing the possessing.<\/p>\n<p>Going back to the \u2018Grocer\u2019s Apostrophe\u2019 example, some critics argue it should be \u2018Grocers\u2019 Apostrophe\u2019. Which one is right? Well, it depends on whether we understand there to be just a single grocer or a collective of grocers. If there\u2019s just one it\u2019s \u2018Grocer\u2019s Apostrophe\u2019, if there\u2019s more than one it\u2019s \u2018Grocers\u2019 Apostrophe\u2019<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"Examples\"><strong>Apostrophe examples<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-70081\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/12\/Its-Not-Rocket-Science.png\" alt=\"\" width=\"900\" height=\"550\" \/><\/p>\n<p>In most cases, misusing an apostrophe is a common mistake, which won\u2019t draw too much negative attention to your brand. But sometimes, getting an apostrophe wrong can actually change the meaning of a word into something totally different.<\/p>\n<p>For example, a supermarket sign listing out what you\u2019ll find on this particular aisle:<\/p>\n<p style=\"text-align: center;\"><strong><em>Pet\u2019s<br \/>\n<\/em><\/strong><strong><em>Cleaning<br \/>\n<\/em><\/strong><strong><em>Toiletries<\/em><\/strong><\/p>\n<p>The aisle actually contains three separate categories of product. The misuse of the apostrophe here seems to invite us to read it as a short sentence though. In one interpretation, the apostrophe turns \u201cPet\u2019s\u201d into a possessive noun, implying that the cleaning and toiletries belong to a pet, Alternatively, it could turn \u201cPet\u2019s\u201d into a contraction of \u201cPet is\u201d \u2013 suggesting that there\u2019s a pet who\u2019s cleaning up some toiletries. Either way, it certainly not what the supermarket intends to tell us with this sign!<\/p>\n<h3><strong>Marketing slogans <\/strong><\/h3>\n<p>Of course, there are some brands you\u2019d expect to see the correct use of apostrophes over others, especially when it\u2019s literally in their name. Back in 2014, caf\u00e9 chain Apostrophe was nominated for the bad grammar award for their marketing slogan:<\/p>\n<p style=\"text-align: center;\"><strong><em>Great taste on it\u2019s way<\/em><\/strong><\/p>\n<p>If your brand is named after a type of grammar, it\u2019s probably best to triple check your marketing campaigns before they go live. But apostrophes are just one of many pitfalls when it comes to slogan writing. For more advice, check out our <a href=\"https:\/\/www.solopress.com\/blog\/business-marketing\/6-tips-for-how-to-write-advertising-slogans-that-sell\/\">six tips for writing advertising slogans<\/a>.<\/p>\n<h3><strong>Outdoor signs<\/strong><\/h3>\n<p>Brands that specialise in lettering should also take note, especially when undertaking conspicuous outdoor advertising. For instance, the company in America who offered:<\/p>\n<p style=\"text-align: center;\"><strong><em>Professional Sign\u2019s &amp; Lettering<\/em><\/strong><\/p>\n<p>Or a tattoo parlour advertising:<\/p>\n<p style=\"text-align: center;\"><strong><em>Tattoo\u2019s and Body Piercing<\/em><\/strong><\/p>\n<p>After all, if someone is creating a sign for you, or inscribing permanent lettering on your skin in the form of a tattoo, you want to know that they know the rules!<\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"StillMatter\"><strong>Do apostrophes still matter?<\/strong><\/h2>\n<p>Back in 2019, the Apostrophe Protection Society disbanded, having failed to stop the widespread misuse of apostrophes. According to the founder, \u201cmodern times have won\u201d, but many still argue over the importance of an apostrophe.<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><\/p>\n<p>Apostrophes may not be top of the priority list for marketers, but they still deserve some thought. After all, if it comes down to choosing between your brand, and a competitor who has misused an apostrophe, you might just gain a winning edge for correct grammar alone.<\/p>\n<p>Check out our support guide for more tips on how to <a href=\"https:\/\/www.solopress.com\/blog\/print-inspiration\/get-the-best-out-of-your-print\/\">get the best from your print<\/a>.<\/p>\n<p>Now you know when to use an apostrophe, and when you really shouldn\u2019t, you can create your next marketing materials with confidence.<\/p>\n<p>Make your brand stand out for all the right reasons with our high-quality and hard-wearing <a href=\"https:\/\/www.solopress.com\/signage-boards\/\">signage boards<\/a>. Order today for free delivery.<\/p>\n<p><a href=\"#_ftnref1\" name=\"_ftn1\">[1]<\/a> <a href=\"https:\/\/www.bbc.com\/culture\/article\/20200217-have-we-murdered-the-apostrophe\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.bbc.com\/culture\/article\/20200217-have-we-murdered-the-apostrophe<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Misusing apostrophes is one of the most common grammar mistakes marketers can make. And there has been no shortage of brands being called out because of it. Waterstones use to be called Waterstone\u2019s until they dropped the apostrophe in 2012 for online use. While Starbucks have never used an apostrophe in their branding whatsoever. So, [&hellip;]<\/p>\n","protected":false},"author":134,"featured_media":70078,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[549],"tags":[],"class_list":{"0":"post-70063","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-copywriting-typography"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Apostrophe Rules - Anything Goes? | Solopress UK<\/title>\n<meta name=\"description\" content=\"Many brands break the apostrophe rules, but you don\u2019t need to be one of them. Discover how and when to use an apostrophe in your marketing with this guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.solopress.com\/blog\/pt-pt\/redacao-tipografia\/regras-da-apostrofe-tudo-vale\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Apostrophe Rules - Anything Goes? | Solopress UK\" \/>\n<meta property=\"og:description\" content=\"Many brands break the apostrophe rules, but you don\u2019t need to be one of them. Discover how and when to use an apostrophe in your marketing with this guide.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/pt-pt\/redacao-tipografia\/regras-da-apostrofe-tudo-vale\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-09T15:49:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-08T09:32:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/12\/Apostrophe.png\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"Apostrophe rules &#8211; anything goes?\",\"datePublished\":\"2020-12-09T15:49:57+00:00\",\"dateModified\":\"2021-01-08T09:32:06+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/\"},\"wordCount\":1440,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/12\/Apostrophe.png\",\"articleSection\":[\"Copywriting &amp; Typography\"],\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/\",\"url\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/\",\"name\":\"Apostrophe Rules - Anything Goes? | Solopress UK\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/copywriting-typography\/apostrophe-rules-anything-goes\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2020\/12\/Apostrophe.png\",\"datePublished\":\"2020-12-09T15:49:57+00:00\",\"dateModified\":\"2021-01-08T09:32:06+00:00\",\"description\":\"Many brands break the apostrophe rules, but you don\u2019t need to be one of them. 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