The Wall Street Journal has a great article on its front page about the elimination of articles, such as "an," "the," and "a" in marketing pieces. The new trend seems to be to drop them!
For example, Nook, not THE Nook, iPhone, not AN iPhone. It's all about branding, according to Creative Director, Glenn Kaplan of Barnes and Noble, Inc., "When a brand evokes something bigger than just a little object, it doesn't want to have 'the' in front of it."
WOW! Is all I can say. Please know that for us humble folks who are trying to get our clients, customers, and colleagues to read our writing--this is not a good rule to follow. The authors, Fowler and Kane, share this example: "Main feature of combined first floors of new building..." Doesn't make sense without the articles, does it?
0 comments:
Post a Comment