Archive for the ‘Marketing Communications’ Category

Part of my job as a branding consultant is often to review my client’s written communications – not just for the inherent brand messaging, but also for consistency in the style, voice, and grammatical choices made by the writers. Invariably, there’s one punctuation choice that ruffles a few keyboards – the serial comma.

Also known as  the Harvard or Oxford comma, the serial comma is used before a coordinating conjunction (and, or, and sometimes nor) linking a group of three or more items within a sentence. Let’s take a look at what a mess one keystroke can make.

Prior to an all-day meeting, an e-mail is sent to the attendees that trumps even the agenda in importance –  the sandwich order. It reads, “Place your lunch order by 9am. Choice of roast beef, BLT, turkey and cheese.” Mass sandwich chaos erupts. It’s unclear whether turkey and cheese are two different options or if one turkey and cheese sandwich is on the menu. The serial comma dilemma strikes again.

Those who snub the serial comma most likely come from a journalism or public relations background. Their bible, the Associated Press Stylebook, recommends that the serial comma be dropped. Interestingly, it’s a carry-over habit from when newspapers wanted to reduce typesetting. I once traveled to the Peruvian highlands and noticed that the Quechua people always whispered. Apparently Spaniards outlawed their language upon conquering Peru in the 1500s, so the Quechua began to whisper. 500 years later, this habit of self-preservation is still going strong despite it being totally unnecessary. Likewise, computers have made traditional typesetting obsolete. A serial comma is no more trouble than any other letter, but old habits die hard.

Those who root for the serial comma tend towards traditional publishing composition. They’re the folks in marketing who crank out brochures and website content while referring to their bible, the Chicago Manual of Style. It recommends that the serial comma be used, as does A Writer’s Reference by Diana Hacker.

If you haven’t guessed by now, I’m in the latter camp.  I see two reasons to befriend the old SC.  First, a sentence has a nicer rhythm to it when used. Absence of the serial comma feels like the drummer missed a beat. Second, it can’t hurt. If you don’t use it, you’re gambling that people will understand the sentence. But if you do, you’re taking an extra step to avert confusion and anxiety. I say help a reader out. Had the e-mail stated, “You have a choice of roast beef, BLT, turkey, and cheese,” placing a sandwich order would have been simple, clear, and efficient for all.