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The IUP Journal of Soft Skills :
Eats, Shoots and Leaves: The Zero Tolerance Approach to Punctuation
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Advertisements are the most powerful means for communicating the marketing message to the target audience. The presence of likeable attributes in ads has profound effect on the mindset of the audience and results in creating a positive image about the ads and consequently, the brands. This article focuses on understanding and using likeability in television commercials.

 
 
 

Any lover of punctuation who has laid his or her hands on the book Eats, Shoots and Leaves: The Zero Tolerance Approach to Punctuation, will definitely recommend it to others. It is a book which stirs up the emotion in us, which we had felt at seeing misplaced apostrophes in a sentence like -"My mother", said the boy, "is a thief." Instead of- My mother said, "The boy is a thief." Our blood boils and we feel like thrashing culprits who indulge in errors like -`Shes' going' instead of `She's going' and yet argue that it doesn't make much difference.

The author, Lynne Truss too is one of such a handful of people who do not mind calling themselves `sticklers' fighting tooth and nail to preserve the beautiful but endangered `ornaments of a language'—the punctuation marks.

Lynne has very artistically written the book with passion, blending both humor and information. This didactic book with a comic approach laments on our society's loss of basic writing skills. In today's world, which is held in the clutches of globalization, communication is dominated by e-mails, and cell phone text messages. The words are becoming shorter and shorter, and punctuation has disappeared as though it was always optional and meant only for pedants who cannot do without it. The book proves to be a timely reminder to preserve good language and good punctuation. It tells us that it is high time we looked at our commas and semicolons and see their wonderful functions. They are as one writer has rightly put it—traffic signals of language: they tell us to slow down, notice this, take detour, and stop.

In her attempt to make the world understand the importance of punctuation, the author has woven bits of the origin of punctuation. For instance, the English Language first picked up the apostrophe in the 16th century from Greek which meant `turning away', and hence, `omission'. It was later used to mark dropped letters. Her genius lies in presenting the punctuation marks by personifying them, thus making her narration lively and vivid: "In the family of punctuation, where the full stop is daddy and the comma is mummy, and the semicolon quietly practices the piano with crossed hands, the exclamation mark is the big attention-deficit brother who gets over-excited and breaks things and laughs too loudly."

 
 
 

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