![]() ![]() The various “smart quotes” algorithms you get while typing aren’t smart enough to make this contextual distinction - even very good ones - so you need to do it by hand. ![]() You want the apostrophe preceding the em to be a closing single quote, the one shaped like a 9. You want the apostrophe before em to be an opening single quote, the one shaped like a 6 in most typefaces. (I’d argue that perhaps it’s correct for Burger King to use the wrong apostrophe, as a signifier of the care with which they prepare their food.)īut Kelly doesn’t mention the obvious explanation for how this happens: automatic smart quote algorithms that aren’t smart enough, in the hands of ignorant designers who don’t have an eye for typography. So god bless Kelly for griping about it in a column in The Washington Post. To me it’s as glaring a mistake as a misspelled word. This sort of mistake drives me nuts, and I spot such wrongly-curled apostrophes instantly. This must not stand, or - to keep with the theme - it The Zapruder film to me, even if the JK stood for “Just kidding,” I grabbed my remote, rewound, paused and took a photo. But - spoiler alert! - you’d probably want toĬonsume the pair yourself. The conceit was that youĬould get two of the baby burgers for a mere $5: one for you and John Kelly, writing for The Washington Post: Burger King Botched the Curling on an Apostrophe in a TV Commercial and I Am Very Much Here to Shit on Them for Doing So ★ ![]() So in some sense the right thing has happened: the CEO rammed through a terrible policy change, game developers revolted, and the CEO has now resigned. It’s hard to overstate how bad Unity’s last month has been. In the wake of a pricing controversy that left developers in John Riccitiello, CEO of Unity, has resigned from the company Unity CEO John Riccitiello Resigns After Nearly Tanking Entire Company ★ ![]()
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