Less vs. Fewer

I was shopping in the vitamin section of Costco recently, and I saw a product geared toward women that purports to reduce wrinkles. Nothing wrong with that. However, what caught my eye about the packaging for the product was the tagline, "More Science. Less Wrinkles."

A few days later I was watching TV, and a commercial for Burger King came on. This particular ad was selling a new, improved version of their french fries. The tagline for the new product was, "40% less fat. 30% less calories."

This is what I like to call the "dumbing down of America." It is a trend in American advertising and packaging that uses the word "less" when the proper word to use is "fewer". This trend drives me bonkers. Okay, perhaps it's an occupational hazard that I notice things like this. However, I do believe that this trend is teaching future generations to use bad grammar and that it is okay to do so.

Admittedly, it can be somewhat tricky to determine which option you should use in speech or writing, but major advertisers should have no problem doing so.

The New York Times published an easy-to-digest explanation of the difference. It states, "The basic rule for precise use of 'less' and 'fewer' is simple (though we slip often). Use 'fewer' with countable, individual things, and 'less' with uncountable amounts, volumes, etc. So: 'I should drink less coffee,' but 'I should eat fewer doughnuts.'" For the full article, click here.

I also tend to like the explanations given by the blogger, Grammar Girl. For her take on the usage of "less vs. fewer" click here.

Perhaps I should start posting photos of these improper uses of grammar on the Wright Services, LLC Facebook page. Feel free to send me photos of bad grammar usage aterin@wrightservicesllc.com. Perhaps if we can bring more attention to it, we can help the next generation learn to identify what is proper English and what is not.