As someone who cares a great deal about spelling and grammar, i often feel like i’m clinging to a sinking, burning ship. i feel like one of the last sages on Earth desperately clutching some sacred book, into which were written language rules such as the difference between “its” and “it’s”, “your” and “you’re”, etc.
Apostrophic abuses are commonplace by now, and i can see “you’re” and “your” blending into the bite-sized “YOR” in the near future to serve our fast-paced lifestyle and mounting idiocy. But i’ve noticed a more subtle infraction creeping its way into advertisements lately: everyday.
For example, i’d see a poster advertising “Fantastic Everyday Savings!” or “Our coffee: an everyday luxury!” Of course, the copywriters meant to convey that the savings continued on a daily basis. The coffee was meant to be purchased every day.
The difference between “every[SPACE]day” and “everyday” is that the former means “on a daily basis”, while the latter means “COMMONPLACE”. Did the copywriter really mean to call the coffee ordinary? Doubtful.
Dictionary.com permits “everyday” to describe something happening on a daily basis, but i think it’s just a nervous concession so that there building doesn’t get burned down by an angry, ignorant mob on it’s way too torch the liberry.
Fellow grammarians, each clutching their own scraps of withering English, can be found here:
Brain-dead copywriters caught in the act:
And the follow-up:
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