Admiral Car Insurance Advert - Grammar Court


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Is Starbucks 'less napkins' grammatically acceptable?

Starbucks logo

scan of a Starbucks napkin

The Charge:	The word "less" should be replaced with "fewer". Less is used for a single item (e.g. less time); whereas, "fewer" is used when there is more than one item (e.g. fewer mice).

Defence Defense Case:	What's the opposite of "more"? I surveyed 100 people, and they all said "less". The effect of this slogan depends on that fact. You can bet your life savings that 'fewer napkins' was considered by the chaps at Starbucks, but its inclusion makes for a less memorable slogan and a far less effective message.

Prosecution Case:	I know there is some leniency in advertising, but this ruling is not up for debate. I can live with your three phrases ending in full stops / periods despite their not being sentences. However, the "less napkins" error is the equivalent of writing "a cars" or "one trees". There has to be agreement between noun and its modifier when such a solid rule exists. A large reputable company like Starbucks must play its role in educating our children. It has an obligation to its customers beyond coffee and muffins.

Judge Grammar Monster's Decision:	I accept that "less" and "more" work well together, contributing to the effectiveness of this slogan. However, I think that more people would take the campaign seriously if "fewer" were used. This grammar ruling is under attack from many quarters, and widespread abuse of it in print by Starbucks will do little to promote "less + plural noun" as incorrect. I judge that the slogan on the Starbucks napkin is grammatically unacceptable. Please point it out to them next time you're in the vicinity.

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