There’s a film about to open (on my birthday as it happens) called Shoot ’Em Up and the posters for it have infested bus stops all over London. And everytime I see them something niggles me. The problem is that the posters, indeed all art for the film that I’ve seen, use a left single quotation mark ‘ in place of the apostrophe ’.
(Yes, anyone who examines the code of this page will see that the only way to produce a typographically correct apostrophe on the WWW is to use the right single quotation mark character - it’s a long and messy story and I won’t go into it now except to note that the typographically incorrect but now traditional ‘apostrophe’ ' is now recommended for SEO because that’s what people are able to type into search forms.)
