[General] The beloved apostrophe

[Jill C]

Would you use an apostrophe in the description on the front of the pack for one of our products that states: "24 hours moisturisation"

Our copy team treat it as a possessive and put an apostrophe at the end of hours' but I think it is just a plural and should have no apostrophe. Would appreciate your help.

 

[emsr2d2]

I would use the apostrophe. It's the same construction as:

It's twenty five minutes' walk from here.
He's three hours' drive away.

Having said that, I've noticed that apostrophes are frequently left out in headlines, and on product titles.

 

[bhaisahab]

I wouldn't use the apostrophe, but that's just a personal opinion.

 

[Barb_D]

I'd say 24-hour not 24 hours'.

But if my only choices were 24 hours or 24 hours, I'd definitely use the apostrophe.

If it's for the United States, you'll find people may be puzzled by "moisturisation." Aside from the S instead of the American Z, it's not a word we are likely encounter.

 

[Jill C]

Thank you all for your help. Seems there is no correct answer - just down to opinion... :-|

Barb - we are used to the issues around US versus UK spellings. Most of our products are for a global market but occasionally we produce different labels for the US and other markets. I have a surprisingly long list of alternative spellings for the US!

 

[Jill C]

Please ignore the thumbs-down symbol in last post. Will put specs on before posting next time...!

 

[Barb_D]

Please ignore the thumbs-down symbol in last post. Will put specs on before posting next time...!

If you only knew the things that my "helpful" autocorrect has posted on my behalf when I use my phone to post!

 

[Raymott]

Would you use an apostrophe in the description on the front of the pack for one of our products that states: "24 hours moisturisation"

Our copy team treat it as a possessive and put an apostrophe at the end of hours' but I think it is just a plural and should have no apostrophe. Would appreciate your help.

Are you asking what is grammatical, or what should appear on the pack?
"24 hours moisturisation" is probably the easiest phrase and it communicates the concept immediately.

 

[Jill C]

I would probably describe myself as a bit of a purist (not to mention old fashioned) so I would want the pack to be grammatically correct. Our (mostly younger) design folk here may have a different view...!
J.

 

[Raymott]

I would probably describe myself as a bit of a purist (not to mention old fashioned) so I would want the pack to be grammatically correct. Our (mostly younger) design folk here may have a different view...!
J.

But you don't have a sentence. If you assume that the phrase means, "This product will give you 24 hour's moisturisation", you might put an apostrophe. If the phrase means, "For 24 hours, this product will provide moisturisation," you don't need one. Nor do you need one if it is short for, "Duration of benefit: 24 hours; Function: moisturisation."
In fact "24 hrs" is probably preferable to "24 hours".
Grammar is only necessary in its place - as emsr2d2 has already observed.

(Though I'd still object to, "Banana's - $6/kg.")

 

[Jill C]

Hi Raymott - I see what you are saying... It is not a complete sentence so the meaning is not clear, which means that it cannot be determined whether the presence or absence of the beloved apostrophe is correct. Right? Many thanks for your help. J. .:up: