'Less emissions' <thud>

[WilfSell]

...in a fucking BMW ad on telly.

FGS

Um ... isn't this correct?

We use 'less' for things that we can't count. You wouldn't say 'four emissions', right? So 'less' is the right word. I think.

but the plural makes it more than one emission? So you could indeed say four emissions? Less emission {from the exhaust of this BMW}, or fewer emissions {from the exhaust of all our BMWs}?

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No. If it's a countable thing (like apples) then you say 'fewer'. If it's a non-countable thing (like flour) then you say 'less'.

I would put emissions in the category of non-countable, and hence say 'less'.

I think this is a case of over-correction, like when people say 'They gave it to he and I.'

Gut feeling is, 'less emissions' sounds wrong. 'Fewer emissions' sounds right. But it doesn't make sense. I am rather at your argument about different sorts of emission - they're saying that they have fewer sorts of emission, but making no statement about the type of emission?

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But clearly the advert means less emission, doesn't it?

Maybe 'less emission' sounds wrong because we are used to thinking of emissions as countable objects? "He emitted a loud noise" = one emission?

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I think the countability is down to context, surely? As ever?

Bizarrely, googling gives me 60K references to 'less emissions' and 70K references to 'fewer emissions'.

Honestly, though, unless you're talking about fewer types of emissions (and why would you be?), or fewer nocturnal emissions, I am pretty sure you always really mean 'less'.

I think just because it's emissions doesn't mean it's countable. It's a word that is often in the plural without necessarily describing different types of emissions. It's like fumes. There might only be one sort of "fume" but we still call it fumes iyswim. If your gas oven is leaking you would say "there are gas fumes" so one sort of fume but a plural word albeit one you can't count.

So I say less fumes is ok and less emissions is ok. But sounds bad.

Why not just say 'less emission' (no s) - I don't think you have to use a plural form just because you are referring to more than one type of emission.
If you are talking about a baker who sells different types of bread you could say he sells 'breads', but you would normally just say he sells bread.

Wot about 'lower emissions'. Fewer sounds like fewer no, but if all emissions are the same, then there is just a lower amount of them! ?

Lower might mean lower in the atmosphere? And it does make a difference where it's emitted. I wouldn't put it past a car company to lower the exhaust pipe by 2mm, make large claims about lower emissions and ignore everyone cursing when they go over a bump.

Yes, 'less emission'. That's the thing, the plural is the problem isn't it.

I nominate NQC to ring up BMW/their ad agency and ask what their intention was

One would normally say lower emissions, because of the manner of measurement - grams of carbob dioxide per whatever it is in the atmosphere. My family crapmobile has lower emissions than your 4x4. Lower emissions is the commonly used phrase.