Proper word use can be as surprising as poor-quality denim

JUNE CASAGRANDE

I’m a little more focused on business today than on language. One

business in particular is on my mind: the Gap.

I was actually trying to focus on language at the exact moment

when the Gap got my goat. Taped to my front door, as I headed out to

work, was a note to myself -- a reminder about some grammar issues.

The note, actually scribbled on a used envelope, said, “snuck,

dreamt, pled vs. pleaded, burned/burnt.”

This note was to help me remember some fodder for the grammar

column I knew I’d write today (today meaning Friday). As I headed out

the door, scribbled envelope in hand, I pulled on my Gap denim

jacket. My favorite jacket. The one I bought just over a year ago and

which, to me, was a significant investment.

I’d always wanted a fashionable, classic-looking denim jacket but

put off buying one for years because they tend to be pricey by Daily

Pilot employee standards.

Last year, I took the plunge. What the heck, it’s an investment,

right?

Wrong.

As I fumbled with the jacket and the note to myself, I noticed

that holes had worn straight through both elbows of my jacket.

Does anyone remember when denim was considered a wonder fabric due

to its unbelievable durability? Does anyone remember the term

“built-in obsolescence”?

So, on the heels of that long explanation, I dedicate today’s

grammar lesson to the good people at the Gap.

Regarding the word “snuck.” Don’t use it. “Snuck” is considered

colloquial or slang. Use “sneaked” instead, as in, “The Gap sneaked

some low-quality fibers into their denim.”

This is true for the past tense and past participle. “Gap’s denim

sneaked past quality control.” “The company’s executives have sneaked

this way for years.”

“Dreamt” is one I’ve always wondered about and never bothered to

look up until today. Much to my surprise, it’s pretty much

interchangeable with “dreamed,” just as dusty, old rags can be

interchangeable with quality cotton denim.

According to the Chicago Manual of Style, “dreamt” is the

preferred form in England. “Dreamed” is more of a North American

thing, but Chicago and the dictionary agree you can use whichever you

like.

“Pled” is one that makes me angry. But unlike my anger at

retailers who dump their money into annoying ads instead of their

clothes, my anger in this case is not completely justified.

“The corporation pleaded guilty to deliberately making shoddy

stuff so that people would have to buy more” is preferable. But,

technically, it wouldn’t be incorrect to say, “The company pled

ignorance as to why denim used to last for decades but now wears

straight through in about a year.”

Now I’ll confess I’m surprised to learn the rule for the last item

on my list, “burned/burnt.” I thought that “burnt” was an adjective

and “burned” was the verb. Wrong. Just like “pleaded” and “pled,”

“burned” and “burnt” are basically interchangeable. But unlike

“pleaded” and “pled,” Chicago style doesn’t even give its preference.

Feel free to say, “The Gap burned its bridges with customers by

delivering poor quality again and again,” or even, “No, your honor.

I’m not the one who burnt down the company’s headquarters.”

* JUNE CASAGRANDE covers Newport Beach and John Wayne Airport. She

may be reached at (949) 574-4232 or by e-mail at june.casagrande@

latimes.com.