Re: Grammar question

["Peter Hirons" <peter -at- galley -dot- ie>]

I'd drop the posessive and use the name mor like an adjective, so:

> - The Apostix real-time solutions
> - The Apostix marketing strategy

In your other example, I'd re-write to say "the hem of the dress".

I was always taught that only people - and by extension places and
organisations - and time can take the possesive.  All others should be
re-written.

-- 

Regards,

Peter

> 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,
>
> --
> Moshe Kruger


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