Re: Grammar question

["Downing, David" <david -dot- downing -at- fiserv -dot- com>]

Subject: Grammar question

Hi everyone,

Apostix (an imaginary name) is very similar (especially the last three
letters) to the real name of one of my clients.

What should be the genitive (possessive) form of the name?

The need to express that form arises most often in marketing texts, such as:

- Apostix's real-time solutions
- Apostix's marketing strategy

This question is relevant to everyday examples such as associating the hem
to a dress or a guitar to Jimmy Hendrix. Here, the authorities are divided:

*Usage 1*:
- The dress's hem
- Jimmy Hendrix's guitar
(here there is an additional, pronounced syllable)

*Usage 2*:
- Lloyd Bridges' son
- The dress' hem
(here there is no additional, pronounced syllable)

What is certain is that an apostrophe must be added. It is untenable to
write: Apostix real-time solutions.

My question is: *how should I indicate the possessive of Apostix in the most
correct, yet most unpompous way?*
Ta,

----------------------------

Methinks usage 1 is correct, so that the correct form would be "Apostix's." Usage 2 is for plurals, although your example isn't actually a correct example of that. The correct plural would be "The dresses' hems."

I see somebody else suggested dropping the possessive and using Apostix as an adjective, as in "The Apostix solution." I'm not sure I'd do that unless the company itself wants to create such a phrase as part of a branding strategy.

David Downing
Senior Technical Writer
Credit Union Solutions
Fiserv
 
 

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