--- title: Ford. Go Figure. description: "Most of you have seen the commercial; it’s hard to miss: Ford introducing its new line of hybrids. At the end of the commercial." image: https://www.wordrake.com/hubfs/Slide80.png --- #### WordRake is joining BriefCatch. Discover how BriefCatch Next builds on WordRake’s trusted editing technology — and what this means for WordRake customers. [Learn about the transition →](https://www.briefcatch.com/wordrake) [![logo](https://www.wordrake.com/hs-fs/hubfs/Imported%20images/logo.png?width=285&height=18&name=logo.png)](https://www.wordrake.com/) Edit for brevity & simplicity in Microsoft Word & Outlook - [Buy](https://www.wordrake.com/writing-improvement-software-buy) - [Software](https://www.wordrake.com/software) - [About](https://www.wordrake.com/editing-software-for-writing-professionals) - [Reviews](https://www.wordrake.com/reviews) - [Writing Tips](https://www.wordrake.com/writing-tips/writing-tips-listing-page) - [Resources](https://www.wordrake.com/resources) - [Support](https://www.wordrake.com/editing-software-help) # Writing Tips Our best writing tip? Edit for clarity and brevity with WordRake. It’s an automated in-line editor that checks for needless words, cumbersome phrases, clichés, and more. [![Download a 7-Day Free Trial](https://no-cache.hubspot.com/cta/default/3365575/03068b7d-1c87-45f8-9e1a-71ce6c0ece3c.png)](https://cta-redirect.hubspot.com/cta/redirect/3365575/03068b7d-1c87-45f8-9e1a-71ce6c0ece3c) ## Ford. Go Figure. # How to Choose between "Farther" and "Further," "Less" and "Fewer" Most of you have seen the commercial; it's hard to miss: Ford introducing its new line of hybrids. At the end of the commercial, below the Ford logo, this sentence pops onto the screen: Go further. We’re talking cars now, especially vehicles that can travel from *here* to beyond the old *there*, because of their superior fuel efficiency. So it should be *farther*. Right? Do all of those smart people at Ford and their ad agency really not know the difference between *farther* and *further*, which I can’t imagine, or is this a nefarious plot to undermine the intelligence of the American people? I’ll get to that in a minute.   Back to the hybrids *going* . . . . At one time, *farther* and *further* were the same word. Over a few centuries, their meanings split. *Farther* mostly referred to “distance,” and  *further* mostly referred to “quantity or degree.” "How much farther do we have to walk?" And "Upon further reflection, I agree." But over the past few decades, *further* has crept back deeper into the domain of *farther*, even when referring to distance. However.   SUGGESTION #1: Sometimes, generations have to die before one word finally overtakes another as more acceptable. In the meantime, use the one we know is correct; and when we refer to distance, that’s still *farther*.   But maybe Ford meant that driving one of their hybrids would enhance our station in life, so they’re not measuring distance here but offering us a way to see ourselves in a new light at the wheel of a Ford hybrid. If that’s true, then *further* would be correct. Except a few years ago, Ford also ran a full-page magazine ad for the Ford Escape Hybrid with the tag line:   That means less trips to the gas station.   The only way I can explain this is that Ford used *less* instead of *fewer* (and *further* rather than *farther*) on purpose; that their ad agency wired the brains of thousands of focus folk to test their reaction to the correct usage of *fewer* and *farther* against the incorrect usage of *less* and *further*. Because Ford was chasing the “down” market, they discovered that the incorrect *less* and *further* appealed more to that group. (Why they would consider the hybrid shopper part of a “down" market is another issue.) So.   SUGGESTION #2: Yes, come down in your language; use words that average people understand; but whether you’re a huge corporation or an individual, never purposely use a word incorrectly because you fear your audience might resent your using the correct word. That only contributes to the dumbing down of America.   Ford should travel the high road. It might not sell more cars, but neither would it sell fewer. [The Most Important Thing—in Our Professional Lives—We Do Every Day](https://www.wordrake.com/writing-tips/on-the-high-wire-without-a-net) [Beat the Rake with Fergus and Juanita](https://www.wordrake.com/writing-tips/beat-the-rake-with-juanita-and-fergus) - - - ### [Improve Your Writing with WordRake Try this revolutionary editing software free for 7 days. 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He’s also a *New York Times* bestselling author. As a writing expert and coach, Gary was inspired to create WordRake when he noticed a pattern in writing errors that he thought he could address with technology. In 2012, Gary and his team of engineers created WordRake editing software to help writers produce clear, concise, and effective prose. It saves time and gives confidence. Writing and editing has never been easier. WordRake takes you beyond the merely grammatical to the truly great—the quality editor you’ve always wanted. See for yourself. [![Download a 7-Day Free Trial](https://no-cache.hubspot.com/cta/default/3365575/03068b7d-1c87-45f8-9e1a-71ce6c0ece3c.png)](https://cta-redirect.hubspot.com/cta/redirect/3365575/03068b7d-1c87-45f8-9e1a-71ce6c0ece3c) ### How Does it Work? WordRake is editing software designed by writing expert and *New York Times* bestselling author Gary Kinder. 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