No logos

12 Dec

Go on then, pronounce this: forward slash; lower case regular “s”; lowercase regular “h”; lowercase italic “r”; lowercase italic “b”.

It appears that you say “shrub”; the company has named itself after the product it manufactures – a sweetened, flavoured vinegar syrup used as a base for non-alcoholic drinks during Prohibition. Neither the italics or the punctuation seem to make any difference to the sound of the word. But they would make a big difference to readability if you reproduced them in the middle of a printed sentence – and because the Tribune is the kind of paper that follows companies’ own preferences for nomenclature, in theory we’d have to.

But, as the late editor and author Bill Walsh once said, “punctuation is not decoration”. And /shrb may be the kind of extreme corporate branding – of the type he foresaw more than 10 years ago – that might require a firmer line from style guides in future.

Writing in his book The Elephants of Style, in 2004, he said:

This is a multifaceted issue, and although I remain a purist, I will admit that it presents some difficult decisions on where we, as editors, should  draw the line … To me, the asterisk in the name of the company that wants to be called E*TRADE is a stylised hyphen, the same as the funky old seal  in the [masthead] of the Arkansas Democrat-hyphen-Gazette.  So when I write about the internet brokerage, it’s E-Trade. I maintain that the asterisk is being used as decoration, not punctuation, and should be left out in the same way publications leave out … the Democrat-Gazette seal and other symbols that cannot be reproduced. But the asterisk is right there on the keyboard. Some would argue that that is where the line should be drawn, and I can’t say that’s a wholly unreasonable position.

It does present difficult decisions, and in fact even the Tribune allows itself a little leeway. Our style guide says:

Company names A difficult area, as so many companies have adopted unconventional typography and other devices that, in some cases, turn their names into logos. In general, we use the names that companies use themselves: c2c, Capgemini, easyJet, eBay, ebookers, iSoft Group, etc. Some of these look odd, particularly when used as the first word in a headline, although some are becoming more familiar with time.

Exceptions include Adidas (not adidas), ABN Amro (not ABN AMRO), BAE Systems (not BAE SYSTEMS), Toys R Us (do not attempt to turn the R backwards), Yahoo (no exclamation mark).

As Bill Walsh concludes, “you have to draw the line somewhere”. The truth is, we already do. And I think /shrb gives us a couple of  pointers as to where more clear lines could be drawn.

First: partial italicisation within a proper noun is almost certainly meaningless, and can be ignored. Variations of weight or face, although they can be reproduced on every setting system, are probably going to be baffling to the reader, if they notice them at all, and clearly fall into the category of design rather than syntax.

Second: names that begin with punctuation marks will have to be modified for publication. Perhaps we have become used to the sight of Yahoo!’s exclamation point in the middle of a sentence, but it does follow a well-known exclamatory word, and it does come at the end of the word, not the beginning. Having a punctuation mark at the start – especially a slash – is hugely distracting after a word space: there is no natural language I can think of in which a stroke would be expected in that position.  At the end of a sentence, it looks like an uncompiled HTML tag: /shrb. The slash can be reproduced using a standard keyboard, but it shouldn’t be.

Having said that, I’m still not sure what style we would ever end up adopting: Shrub? Shrb? shrb? Thank goodness we haven’t had to write about them yet.

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A new hopefully

28 Nov

I fear the people who don’t like sentence adverbs are not going to like this:

And, although I don’t normally have a problem with “hopefully”, for once I might agree.

Sentence adverbs – or, as linguists call them, “modal adjuncts” – are adverbs that, rather than modifying the verb in a sentence, express an attitude towards the sentence itself. They frequently appear at the start of the sentence, set off by a comma: “Hopefully, I’ll find them”; Honestly, you may not”; “Frankly, my dear, I don’t give a damn.” Although all such words can operate as standard adverbs* – “she looked up hopefully”; “he spoke honestly for the first time”; “his eyes gazed frankly into hers” – when placed in certain contexts they take on a higher function: one of commenting on the thought being expressed.

Of all the common sentence adverbs, “hopefully” is the one that resonates with editors most, because it became the subject of a brief but heated usage debate about 50 years ago, as Geoffrey Pullum recounts in a blogpost on Lingua Franca:

The 1960s saw an increase in the frequency of modal-adjunct use for another adverb: hopefully. Alongside They’ll wait hopefully (“They’ll wait with hope in their hearts”), it became increasingly popular to use sentences like Hopefully they’ll wait (“It is to be hoped that they’ll wait”).

This unremarkable little piece of linguistic evolution might have gone unnoticed, if the aging usage specialist Wilson Follett had not bristled. It is “un-English and eccentric” to use the word that way, he asserted dogmatically (Modern American Usage: A Guide (1966), page 170), even though (as he said) the German equivalent “hoffentlich” is fine in modal-adjunct use.

Follett was dead by 1963 (his posthumous usage book was completed by Jacques Barzun and others), but he left a legacy: By the late 1960s, using hopefully as a modal adjunct was widely taken to be a grammatical sin.

As John McIntyre observes in You Don’t Say, Follett’s language was ferocious enough to have quite an impact – “how readily the rotten apple will corrupt the barrel”, he says at one point – and the disapproval spread to other style manuals. But it proved to have shallow roots: faced with popular usage and the existence of other unproblematic sentence adverbs in English, such as “mercifully”, people began to retreat from their positions. As Prof Pullum says:

For a few years, battles raged and peevers fumed. But the opposition peaked when disco was young, and Barry White and the Love Unlimited Orchestra were hot. By 1979, [conservative language columnist] William Safire had accepted the modal-adjunct use of hopefully … The dispute was basically over.

It was, having started and finished in less than two decades – although Associated Press, out of an abundance of caution, prohibited the usage until 2012 before finally caving in.

But although the acceptability of “hopefully” as a sentence adverb is now settled, that does not mean that it succeeds as one in all situations. While it is certainly not true that modal adjuncts always need to be at the start of a sentence, or even set off with commas, to work, as Prof Pullum shows in the following example –

Compare “He was flirting with her too obviously”, which comments on the manner of the flirting, and “He was obviously flirting with her”, which doesn’t.

– there is nonetheless something amiss with the Gary Younge standfirst that prevents “hopefully” from functioning as intended.

The sentence is an intricate one: the main subject and verb, “I decided”, is then followed by a long, comparative construction: “ignoring a feted white supremacist was more dangerous than hopefully exposing him”. In fact, the comparative construction functions as a complete sentence on its own; the main verb is “was”, and the subject of the sentence is “ignoring a feted white supremacist” – a verb phrase functioning as a noun, or, in other words, a gerund.

The object in the more/than construction is also a gerund – “exposing him” – and it is this idea of exposure that “hopefully” is trying to comment on, rather than directly modify. But, if anything, it really only succeeds in doing the latter and creating the idea of “exposing in a hopeful manner”.

It is possible to use modal adjuncts with gerundive constructions – “Hopefully, going to the coffee shop won’t make me late” – but I can’t think of an example where they succeed other than when placed at the start or the end of a simple sentence. In this standfirst, however, we have a “sentence adverb” that is neither intended to modify the verb that it sits next to, nor the sentence as a whole, but instead act as a comment on one of two gerunds contained in an independent clause. Setting it off in commas might help a bit, but, I fear, not enough. Sentence adverbs can do a lot, but I don’t think they can do that much.

 

*Also known as “manner adjuncts”.

Undercooked

14 Nov

Spotted on holiday. Probably largely preheated and nonfat. Let’s hope it isn’t parboiled, halfbaked, overdone or indigestible: if so, it’ll be left uneaten.

 

British subjects

31 Oct

Hot on the heels of HeadsUp’s discovery of a 1940s style guide covering flying verbs, which advises against their  use “if the verb might be understood to be in the imperative mode”, here’s a good example of an imperative and a flying verb side by side:

Seeing them in close proximity, you realise how easy it is to distinguish one form from the other when that golden rule is followed: “Hid” (clearly implied subject: third person, unknown) against “Go” (clearly implied subject: you). There is none of the confusion caused when, for example, POLICE ARREST DANGER MAN becomes ARREST DANGER MAN.

Nonetheless, it’s still quite ambitious: I’ve never before seen a flying verb headline introduce a second, explicit, subject (“we”) before clarifying who the implied one is (“him”). And the most striking thing of all is that this appeared on the BBC news website: only the second flying verb I have ever encountered in a British-English publication. The article headline itself contains an explicit subject, so the distinctively transatlantic omission on the homepage is presumably only for space reasons. But still, if the classic British existential headline* is now starting to appear in the US, as HeadsUp has observed, perhaps a full-scale cultural exchange is under way?

 

*Those starting FURY AS… , OUTRAGE AS… , JOY AS… , etc

Flying on holiday

9 Oct

While Ten Minutes Past Deadline is on its short break, your attention is drawn to this fantastic discovery from Fred at HeadsUp – a US newspaper manual from the 1940s that lays down chapter and verse on the use of the flying verb (sorry, “implied subject”), including warning about the risks of their being misread as imperatives, and even has advice to offer about claim quotes. Says well worth a close read. 

The France connection

3 Oct

Why is it the “Vietnam war” and the “Iraq war”, but not the “Korea war”? We always say “Korean” – the adjective, not the noun. The spoons we use in the kitchen are plastic (noun), metal (noun) or wooden (adjective). And we jokingly refer to “man flu” and “girl talk”, but, for some reason, “woman’s work”.

The use of nouns instead of adjectives – what are called “attributive nouns” – is such a common and convenient part of the language that we hardly realise we’re doing it.  Sometimes it happens because there is no suitable adjective to use: but often we do it even when there is, as Mignon Fogarty, the Grammar Girl, explains:

Not all nouns have related adjectives. “Cotton” and “fleece,” for example, are your only choices for describing a cotton shirt and fleece jacket. But when there is a related adjective you get to choose. For example, since “wool,” and “silk” have the adjective forms “woolen” and “silken,” you get to choose between the attributive noun and adjective. You can wear a silken scarf with your woolen sweater, or you can wear a silk scarf with your wool sweater. Both ways of saying it are correct.

There is no particular rhyme or reason to this: as Fogarty says, “it’s more about what sounds right to you than any logical choice”. Because English can tolerate nouns as adjectives, it appears that one phrase simply becomes preferred over another and hardens into idiom. It’s not grammatically incorrect to call it the “Iraqi war”: we just don’t. Attributive nouns are not chosen by rule, but by ear: that makes it hard to set out guidelines for their use, but also easy to hear when something’s wrong.

As it does in this paragraph, spotted by regular reader Jeff:

The “France president”?

Most reporters and editors are relaxed about nouns as adjectives, but there is one part of a newspaper where they have special significance: the sport section. In international football, for example, a careful distinction is always made between (say) a “French striker” and ” a “France striker”. The former is a forward of undetermined gifts who happens to be French; the latter is a forward who is not only French, but has been picked for the national team and played for France. The choice of the noun rather than the adjective is deliberate: it is a shorthand way of signalling the level of a player’s talent.

Although this article about the Rugby World Cup is largely a politics story, it’s written by the sports desk. And so, I suspect, the sports desk has thought: Macron’s not just a president who happens to be French; he’s the president of his country, a full international. But of course there are no club-level presidents in politics, and no presidents (pace the birthers) whose nationality differs from their country of office; so there is no distinction to be made here by way of an attributive noun. In politics, rather than in sport, they just sound wrong.

And with that, thanks to the beneficence of the Tribune’s management and the negotiating power of its highly unionised workforce, Ten Minutes Past Deadline is off for a brief sabbatical! Normal blogging service will resume at the end of the month, on what no doubt will be a wintry autumn day. (See: you can even use adjectives and attributive nouns together.)

Cootamundra to the world

20 Sep

BONUS UPDATE: The very day after we were discussing Rebel Wilson and the Australian dollar exchange rate, this appears on the UK homepage of the Daily Mail! Man from Cootamundra (where?) discovers crashed ute (what?) on the Olympic Highway (where?) and, with great courage, pulls him to safety. Now he’s all over the web front page of Britain’s best-selling mid-market tabloid without a hint to international readers about where the drama took place (which is, of course, Australia).

If you need footnotes: Cootamundra is a town of about 5,500 in New South Wales; the Olympic Highway is a country road in the southern part of the state, so named because it formed part of the route of the torch for the 1956 Melbourne Olympics; and a ute, that most distinctively Australian of vehicles, is a light pickup truck based on a saloon car chassis (it’s short for “utility”). None of these explanations make it into the front-page standfirst for British readers, although on the article page itself, there is at least a description of Mr van Baast as an “Aussie hero” in the display type.

In fact, the story is written from such a defiantly local angle that one suspects even readers in other parts of Australia might be nonplussed: it’s not clear how familiar readers in Perth might be with the name of an inland rural highway through another state, even though viewers of Prime 7 News Wagga Wagga (which provided the dramatic pictures) would know at once.

But it also underlines the other emerging trend in the globalising digital news agenda: that, from celebrity photoshoots to fiery rescues, a story’s a story, wherever you are in the anglosphere.