21 August 2012

Shreddies: the curse of smart quotes

The new TV advert for Shreddies breakfast cereal is plagued by incorrect punctuation.

As is increasingly happening these days, thanks to so-called smart quotes, an open quote (looks like 6) has been used here instead of an apostrophe (looks like 9). Apostrophes mark omission, people; quote marks surround quotations. Grrrr.

(I've long since given up whinging about the grocer's apostrophe and other such errors. But this is bad typography and is unforgivable on a national TV ad. I may have to switch brands.)