Monday, July 16, 2012
I don’t think so. Far be it for me to be critical of someone else’s grammar, but here I go anyway.
Lately, Ford has been running commercials and ads that use the slogan, “Go Further With Ford.” Here’s a link to one of their television ads and screenshot of the final frame.
The point of the ad is that Ford cars are better made and more efficient, more stingy in the use of gasoline with the result that you can drive them farther (my word) on a gallon of gas and longer, and therefore farther – There, I said it again. – over the life of the car.
According to “Grammar Girl,” “The quick and dirty tip is to use ‘farther’ for physical distance and ‘further’ for metaphorical, or figurative, distance. It’s easy to remember because ‘farther’ has the word ‘far’ in it, and ‘far’ obviously relates to physical distance.” I don’t know who Grammar Girl is, but her cartoon image seems pleasant enough and I agree with her.
I think Ford blew it, that their slogan should be “Go Farther,” and that I deserve a new Ford Fiesta, red with all the cool stuff, for pointing it out and saving them any further embarrassment. What do you think?
P.S. December 5, 2012. Since I wrote this piece, I’ve heard from Ford. Be sure to read, “‘Go Further With Ford.’ Is Ford grammatically correct? Part 2, The Response.”