There’s a car dealership located at an intersection on the way to my health club. This car dealership has a large, lighted sign in the front yard that runs various messages, and I often find myself reading them as I sit at the light.
Two weeks ago, I was prompted to call the customer service line of this dealership because, for several weeks in a row, the sign had been cheerfully advertising that the store had all kinds of “Kia’s and Chevy’s and Pontiac’s and Ford’s” for sale. I spoke to someone in the office of the dealership, explained that I’m an English teacher and that I noticed a grammatical error on the sign, and asked her if she’d get someone to remove the apostrophes.
They’re still there. On my way to work yesterday morning, I saw that the sign still hasn’t been changed.
I submitted this email to their website this morning:
PLEASE fix the grammar in your sign.
“Kia’s” and “Chevy’s” – with the apostrophes – are possessive forms; “the Kia’s tires” or “the Chevy’s transmission.” The intent of the message was that your store carries multiple choices of the brand, and should be plural; “We have many Kias and Chevys on sale.”
Good grammar makes good impressions; particularly when that grammar is placed on three-foot, lighted signs.
Seriously, fellas; the apostrophes make you look like ignorant grease monkeys. The fact that you may actually BE ignorant grease monkeys is beside the point…
I also saw this on a photographer’s “shingle” outside the office door:
“Such-and-So’s Professional Photography. Birthdays, Weddings, Anniversary’s.”
Sigh. I’ll be looking up their number and calling them this afternoon….