Land Rover UK TOV Guidelines

LAND ROVER UK COPY GUIDELINES
29
CONNECT WITH YOUR READERS
IT’S OK TO START SENTENCES
WITH ‘AND’, ‘BUT’ OR ‘SO’.
Forget what your English teacher taught you. The Economist.
The Financial Times. The Bible. All three of these start sentences
with ‘and’, ‘but’ and ‘so’. It’s a technique all the great writers use,
so feel free to do the same. Just don’t overdo it, else your writing
might become choppy and sound too casual.
“[That you can’t start a sentence with a conjunction] is a faintly
lingering superstition. The Oxford English Dictionary gives
examples ranging from the 10–19th c; the Bible is full of them”.
Fowler’s Modern English Usage
“Its distinctive silhouette and beautifully sculpted surfaces all
combine to create a vehicle with a dramatic stance. And Discovery
Sport’s desirability doesn’t diminish once you step inside either,
with beautifully crafted finishes and optimum premium leathers
that ensure you can take on every adventure in comfort and style.”
“Typically, you may not have come to associate the words ‘practical’,
‘capable’ and ‘versatile’ with the words ‘sleek’ and ‘refined’. But the
Discovery Sport is far from typical.”
“Discovery Sport combines seven-seat practicality, go-anywhere
performance and premium style. So whether you’re taking a family
trip to the seaside, or ferrying the kids around after school, you can
transport yourself, your tribe, and all your gear in style.”