Appendix B: Grammar

  1. Marketing Style Guide
  2. Introduction
  3. Details
  4. Appendix A: Official Names
  5. Appendix B: Grammar

Appendix B: Grammar

Frequently Misused Words

accept/except

  • Accept means to receive.
  • Except means to exclude. 

Correct: I will accept the gift from Ruth. 

Correct: Everyone went to the meeting except Henry. 

affect/effect 

  • Affect as a verb means to influence.
  • Effect as a verb means to cause. 
  • Effect as a noun means a result. 

Correct: Eating habits affect people’s health. 

Correct: He plans to effect many changes in his company. 

Correct: Her decisions may have a negative effect on her future.

allusion/illusion 

  • An allusion is an indirect reference to something else. 
  • An illusion is a hallucination or something that is seen but  does not really exist. 

Correct: The allusion was to the political candidate’s record. 

Correct: David Copperfield made the Statue of Liberty disappear through an illusion. 

among/between

  • Between compares two items or several items seen as distinct from one another. 
  • Among compares three or more items. 

Correct: Alex chose between history and social science for his major. 

Correct: Emma chose between Harvard, Brown, and Yale. 

Correct: Among Anne’s most-loved books, Middlemarch was by far her favorite. 

Correct: This was the best choice among all the options. 

assure/ensure/insure

  • Use assure for things that are alive. 

Correct: John assured Megan that he’d come to the party early. 

  • Use ensure to guarantee events and conditions. 

Correct: Being organized ensures you will get to class on time. 

  • Use insure for all of the above in financial contexts. 

Correct: Michael wondered if the caterers were insured against loss. 

entitled/titled

  •  Entitled refers to deserving something. 
  • Titled refers to a name.

Correct: After all the work he did, he is entitled to a day off. 

Correct: The book was titled Walden.

e.g./etc./i.e. 

  • E.g. means “for example.” 
  • I.e. means “that is.” 
  • Etc. means “and so on.” 

Correct: Connie does not eat at fast food restaurants (e.g., McDonald’s and Burger King). 

Correct: Mark loves watching Donald Duck’s nephews (i.e., Huey, Dewey, and Louie). 

Correct: For the trip, Rachel packed clothes, towels, shoes, etc. 

farther/further

  • Farther applies to an actual distance. 
  • Further refers to a degree or extent. 

Correct: She can run farther than her sister. 

Correct: His father will go no further in his concessions.

fewer/less 

  • Fewer refers to a number. 
  • Less refers to a quantity or extent. 

Correct: The old theatre held fewer viewers than the new one does. 

Correct: Glen earns less money than Rick does. 

it’s/its 

  • It’s is a contraction for “it is.” 
  • Its is the possessive form. 

Correct: It’s snowing outside.

Correct: The dog lost its bone. 

over/more than 

  • Over refers to a spatial relationship. 
  • More than is the preferred choice when referring to numbers. 

Correct: The cardinal flew over the tree. 

Correct: More than 250 students visited campus last week. 

perspective/prospective

  • Perspective refers to someone’s outlook on a topic. 
  • Prospective makes reference to the future. 

Correct: Because he is from another country, he has a different perspective on politics than I do. 

Correct: Cedarville is offering a campus tour for prospective students.

principle/principal 

  • A principle is a fundamental truth or logic. 
  • Principal refers to a position of authority, such as a school principal, the principal player of an orchestra, or a capital sum. 

Correct: Kara operates under the principle that justice will triumph. 

Correct: Cindy is principal of the school.

toward/towards

  • The American version of this word never includes an “s” on the end. 
  • The same rule applies for words such as backward, afterward, forward, and among. 

pronouns noun/pronoun agreement

  • Pronouns should agree with their antecedents (nouns) in number. 
  • Do not use a singular noun with a plural pronoun,  or vice versa. 

Correct: Most people want to have their cake and eat it too. 

Incorrect: Everyone wants to have their cake and eat it too. 

which/that

  • That introduces a statement that limits or restricts its antecedent. 
  • Which introduces a statement that clarifies or adds  information about its antecedent and is usually set apart with commas. 

Correct: The organization that raises the most funds wins the competition. 

Correct: The lawnmower, which is in the garage, needs sharpening. 

who/that

  • Who refers to people. 
  • That refers to groups or things. 

Correct: John remembers the faculty members who made the greatest difference in his life. 

Correct: John remembers the basketball games that were most exciting. 

who/whom

  • Who is a subject pronoun (a nominative case pronoun).
  • It can be substituted with he, she, they, or we. 

Correct: Who is that person in the corner? Correct: He is the man who received the award. 

  • Whom is used as an object (an objective case pronoun). 
  • It can be substituted with him, her, them, or us. 

Correct: Whom can we turn to in a time of crisis? 

Correct: Jones is the man with whom I went fishing last spring. 

Correct: The women, two of whom are my sisters, went shopping in Easton.

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