By Harriet Diamond
creator of harrietdiamond.net
Personal choice: Organizations may or may not choose to use an apostrophe in their names or products.
Shoppers Choice Taster’s Choice
Consumers Union Lowe’s
Follow the Rules:
ü The apostrophe primarily shows possession:
the child’s sweater; the company’s policy; the women’s movement
Plurals can get tricky:
Listen to the sound.
The Simpsons’ (cat) remains two syllables because that’s the sound; consequently, no additional s is added after the apostrophe. The Jones’s (cat) adds the second syllable when pronounced; therefore, an s follows the apostrophe.
Note the placement of the apostrophe with singular and plural words that end in y but change to ies when plural: the lady’s Kindle; the ladies’ book club.
Note that only the second noun of two has an apostrophe: Cindy and Alan’s home. If, however, you’re showing individual possession, use two apostrophes: Cindy’s and Alan’s opinions differ greatly.
Use the apostrophe for plurals of lower case letters:
Watch your p’s and q’s. Watch your Ps and Qs. The CEOs met.
Some number tips: 1’s, 2’s, 3’s but 1990s.
The word its, which shows possession, does not have an apostrophe. The word it’s is a contraction; the apostrophe stands for the letter i in it is.
The word your, which shows possession, does not have an apostrophe. The
word you’re is a contraction; the apostrophe stands for the letter a in you are.