Showing posts with label copy. Show all posts
Showing posts with label copy. Show all posts

Unprecedented levels for a litre of fuel

Taken from recent raw copy:

While the price of fuel may have dropped in recent weeks, we’re still at unprecedented levels for a litre of fuel

If the price of fuel is lower than it was a few weeks ago, surely it can't be at an unprecedented high. The precedent was set a few weeks ago. Unless this is an unprecedented low?

(I understand the point the writer is making; I'm just being pedantic. I think I rewrote the sentence, though, because some of our readers are pedantic too.)


The longest paragraph

Here on The Engine Room we love superlatives. We've already discussed the longest URL; what about the longest paragraph?

I ask this because some copy was filed recently that contained a 175-word whopper – doubtless not a record-breaker but still rather hefty for a magazine article.

"This writer really hates paragraphs," commented one of my colleagues, also a sub.

"No, he loves them – that's why he makes them as big as possible," I replied.

Any other huge pars out there?

Dangling modifier: 'powder coat finish'

Here's a blatant dangling modifier I came across in copy recently:

Available in a powder coat finish, the company claims to be the world’s largest supplier of truck roll top covers.


So the company is available in a powder coat finish? How does that work?

Intent if not determined to

Just came across this sentence in some copy I was subbing for an opinion piece. To put it in context, the writer had been talking about emissions controls across the EU.

Up to 80% of the rest of the populated world not only couldn’t care less [about emissions levels], they are intent if not determined to massively increase uncontrolled pollution

Um, right. Firstly, I just don't believe this is true. Certain countries may not care a great deal about limiting pollution compared to, say, boosting the economy or increasing industrial output, but that's very different to being "determined to massively increase pollution". However I'll put that aside, seeing as it is taken from an opinion piece not a news story.

Secondly, where does the figure of 'up to 80%' come from? I haven't quoted the relevant passage but the writer goes on to list China, Russia, India, South America, the Middle East, the US and Africa as some of the main culprits making up that 80%. And it leaves just 20% of the world, not specified but presumably not Europe or the above, as the 'good guys'.

Thirdly, 'intent if not determined to'? Can you be intent but not determined? And surely it should be 'intent on'...

Fourthly, 'uncontrolled pollution'? If these countries are determined to massively increase pollution, surely (they at least believe) it is under their control. And if it truly is uncontrolled, we shouldn't worry so much about what the rest of the world is 'intent if not determined to' do.

And don't even get me started about the word 'populated'...