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Style Guide for Yakult

By Kiana Kekauoha
Updated October 20, 2016

Yakult (http://www.yakultusa.com) is a company that makes and sells probiotic beverages. The
company was created by Dr. Minoru Shirota and first sold in Japan. It has since expanded to be
sold in 33 countries and regions around the world. Yakults mission is to contribute to the health
and happiness of every person around the world through the pursuit of excellence in life sciences
and the study of microorganisms. It continues to spread the message of preventative medicine
and the benefits of probiotics. Yakult works with doctors, scientists, and dietitians to explore
new frontiers for the well being of humanity. Dr. Shirota envisioned that everybody in the world
would be able to enjoy the benefits of Yakult, and the company strives to offer its drink at a price
that anyone can afford.

This in-house style guide is intended to improve the clarity and consistency of the information on
Yakults website, because many of the countries and regions have a different website, depending
on the countrys or regions language and location. Yakult generally follows the principles given
in The Chicago Manual of Style (sixteenth edition). This in-house style guide is not meant to be
comprehensive, but it will increase Yakults efficiency and consistency. This style guide will
also discuss items not covered in Chicago, items that have multiple alternatives, items where
Yakult departs from Chicago, and items that are repeatedly violated by writers and editors at
Yakult that should not happen.

Because Yakult is an international company, this style guide will also include aspects of global
English in order to better communicate with Yakults global audience. Decisions regarding
global English will use discussions found in John R. Kohls The Global English Style Guide:
Writing Clear, Translatable Documentation for a Global Market (2008, SAS Press: Cary, North
Carolina, ISBN 978-1-59994-657-3).

Contents
5 Grammar and Usage
5.1 Parallelism
5.2 Antecedents of Pronouns
5.3 Pronoun Number and Antecedent
5.4 Split Infinitive
5.5 Restrictive and Nonrestrictive Clauses
5.6 This, That, These, and Those as Pronouns
5.7 Subject-Verb Agreement

6 Punctuation
6.1 Em Dashes
6.2 Serial Commas
6.3 Ampersands
6.4 Spacing between Sentences
6.5 Commas with Quotations
6.6 Commas with such as and including
6.7 Commas with however, therefore, indeed, and so forth
6.8 Commas with etc. and et al.
6.9 Using a comma before because
6.10 Periods and Commas in Relation to Closing Quotation Marks
6.11 Hyphens in Compound Words

7 Spelling, Distinctive Treatment of Words, and Compounds


7.1 Italics for Emphasis
7.2 Possessives versus Contractions

8 Names and Terms


8.1 Name Consistency
8.2 Consistent Capitalization
8.3 Book Titles

9 Numbers
9.1 Small Numbers
9.2 Millions, Billions, and so forth
9.3 Percentages
9.4 Number Beginning a Sentence
9.5 Centuries
9.6 The Year Alone

10 Abbreviations
10.1 Social Titles
5 Grammar and Usage

5.1 Parallelism
According to Kohl 6.5, parallelism is not just a stylistic issue. The syntactic cues that create
parallel grammatical structures are often essential for clear communication. Because Yakult
sells its product in multiple countries, using parallelism will clarify its message to non-native
English speakers. See also Chicago 5.212.

We work with doctors, scientists, and dietitians worldwide to help people with
medical conditions and find ways our probiotics can be used to help people.

NOT

We work with hardworking doctors, scientists, and some excellent dietitians


worldwide to help people with medical conditions and find ways our probiotics can
be used to help people.

5.2 Antecedents of Pronouns


A pronoun typically refers to an antecedent. The antecedent must be clear; otherwise, this may
confuse non-native English speakers. See Chicago 5.27.

In his book, Metchnikoff wrote that consumption of lactic acid bacteria found in
curd and fermented milk is beneficial for gastrointestinal health and for longevity.

NOT

In Metchnikoffs and Shirotas book, he wrote that consumption of lactic acid


bacteria found in curd and fermented milk is beneficial for gastrointestinal health
and for longevity.

5.3 Pronoun Number and Antecedent


According to Chicago 5.31, a pronouns number is guided by its antecedent noun or nouns.

Daily intake of probiotic foods as a part of ones diet provides ones system with all
the friendly bacteria that one needs to keep the harmful ones at bay.

NOT

Daily intake of probiotic foods as a part of ones diet provide ones system with all
the friendly bacteria that one needs to keep the harmful ones at bay.

5.4 Split Infinitive


A split infinitive occurs when an adverb or other word comes between to and the verb. Splitting
an infinitive is acceptable; however, clarity is key. See Chicago 5.106.

Probiotics are not alike, as they vary by genus, species, and strain.

NOT
Probiotics as they vary by genus, species, and strain are not alike.

5.5 Restrictive and Nonrestrictive Clauses


According to Kohl 4.4, in order to have clarity and consistency, Global English requires that the
word that always accompany restrictive clauses.

They are defined as live organisms that when consumed in adequate amounts
confer a health benefit on the host.

NOT

They are defined as live organisms which when consumed in adequate amounts
confer a health benefit on the host.

5.6 This, That, These, and Those as Pronouns


Kohl 5.2 states that this, that, these, and those should be used only as adjectives (followed by
nouns) so that their referents are clear. Clarity is an objective of Global English, and replacing
these pronouns contributes to this goal. Either replace these pronouns with a concrete noun, or
use them as adjectives to modify nouns.

Consuming one or two bottles a day of this exclusive probiotic drink may help
improve digestive balance and overall wellness.

NOT

Consuming one or two bottles a day of this may help improve digestive balance
and overall wellness.

5.7 Subject-Verb Agreement


According to Kohl 2.9, when you use a singular noun where you should have used a plural noun
(or vice versa), you distort your meaning. Clarity is very important to Global English and
conveying the relationship of two nouns accurately is also important.

Our companys portfolio includes a range of consumer, cosmetic, and


pharmaceutical products.

NOT

Our companys portfolio include a range of consumer, cosmetic, and


pharmaceutical products.

6 Punctuation
6.1 Em Dashes
Em dashes can be used in place of commas, parentheses, or colons. Be sure to be consistent with
usage to avoid ambiguity. Yakult uses hyphens in place of em dashes, which usage can be
confusing to non-native English speakers. See Kohl 8.5 and Chicago 6.82.

It is produced by Yakult Honsha Co., Ltdthe worlds pioneer in probiotics.

NOT

It is produced by Yakult Honsha Co., Ltd - the worlds pioneer in probiotics.

6.2 Serial Commas


When a conjunction joins the last two elements in a series of three or more, a comma should
appear before the conjunction. Always use the serial comma to avoid confusion and prevent a
possible misreading. See Chicago 6.18.

Probiotics are not alike, as they vary by genus, species, and strain.

NOT

Probiotics are not alike, as they vary by genus, species and strain.

6.3 Ampersands
According to Kohl 8.1, do not use an ampersand in place of the word and. Unless you are
referring to the ampersand character, do not use an ampersand in place of and because this use
will cause confusion, which violates a goal of Global English.

. . . High alcohol consumption, high intake of packaged and processed food, and
pollution are all factors that contribute to this alarming trend.

NOT

. . . High alcohol consumption, high intake of packaged and processed food &
pollution are all factors that contribute to this alarming trend.

6.4 Spacing between Sentences


In order to maintain consistency in formatting, always use a single space (rather than a double
space) between sentences. See Chicago 2.9.

Yakult pushes forward with the quest for new possibilities for probiotics in the
academic and medical fields. We work with doctors, scientists and dietitians
worldwide to help people with medical conditions and find ways our probiotics can
be used to help people.
NOT

Yakult pushes forward with the quest for new possibilities for probiotics in the
academic and medical fields. We work with doctors, scientists and dietitians
worldwide to help people with medical conditions and find ways our probiotics can
be used to help people.
6.5 Commas with Quotations
Material quoted in the form of dialogue or from text is traditionally introduced with a comma. If
a quotation is introduced by that, whether, or a similar conjunction, then no comma is needed.
See Chicago 6.50.

Like the age-old quote by Hippocrates goes, Let food be thy medicine and
medicine be thy food.

NOT

Like the age-old quote by Hippocrates goes Let food be thy medicine and
medicine be thy food.

6.6 Commas with such as and including


Be sure to use a comma before such as or including in order to prevent misreading,
misinterpretation, or confusion. See Kohl 8.3.4 and Chicago 6.27.

Probiotics today are known to protect against certain types of cancer, such as
bladder cancer, colon cancer, etc.

NOT

Probiotics today are known to protect against certain types of cancer such as
bladder cancer, colon cancer, etc.

6.7 Commas with however, therefore, indeed, and so forth


Commas are traditionally used to set off adverbs such as however, therefore, and indeed. Do not
use commas when the adverb is essential to the meaning of the clause, or if no pause is intended
or desired. See Chicago 6.25.

The health benefits of probiotics, however, first came to light when the Nobel
laureate Dr. Elie Metchnikoff, a Russian biologist and the father of modern
immunology, published the book Prolongation of Life.

NOT

The health benefits of probiotics however, first came to light when the Nobel
laureate Dr. Elie Metchnikoff, a Russian biologist and the father of modern
immunology, published the book Prolongation of Life.

6.8 Commas with etc. and et al.


The abbreviation etc. is preceded and (unless it ends a sentence) followed by a comma when it is
the final item in a series. See Chicago 6.20.
They are also known to prevent travelers diarrhea, antibiotic associated diarrhea,
diarrhea caused due to indigestion, etc.

NOT

They are also known to prevent travelers diarrhea, antibiotic associated diarrhea,
diarrhea caused due to indigestion etc.

6.9 Consider using a comma before because


Be sure to use a comma before because when the clause that it introduces is not essential to the
meaning of your sentence. However, sometimes a comma is necessary in order to prevent
misreading, misinterpretation, or confusion. See Kohl 8.3.3.

However, as a consumer it is important to read the label and make an informed


choice, because not all probiotic foods are effective.

NOT

However, as a consumer it is important to read the label and make an informed


choice because not all probiotic foods are effective.

6.10 Periods and Commas in Relation to Closing Quotation Marks


Periods and commas precede closing quotation marks, whether double or single. See Chicago
6.9.

Like the age-old quote by Hippocrates goes, Let food be thy medicine and
medicine be thy food.

NOT

Like the age-old quote by Hippocrates goes, Let food be thy medicine and
medicine be thy food.

6.11 Hyphens in Compound Words


A hyphen is important in compound words to prevent misreading and make the sentence clear.
See Kohl 3.7.2 and Chicago 6.76.

A healthy intestine is the key to a long and disease-free life.

NOT

A healthy intestine is the key to a long and disease free life.

7 Spelling, Distinctive Treatment of Words, and Compounds


7.1 Italics for Emphasis
Italics should be used for emphasis only as an occasional adjunct to efficient sentence structure.
The italics should only be used for one word or phrase instead of an entire sentence or a whole
passage. See Chicago 7.47.

With billions of live and active bacteria of our exclusive probiotic strain Lactobacillus
casei Shirota, Yakult works by reducing the chances of bad bacteria taking over.

NOT

With billions of live and active bacteria of our exclusive probiotic strain Lactobacillus
casei Shirota, Yakult works by reducing the chances of bad bacteria taking over.

7.2 Possessives versus Contractions


Adding an apostrophe and an s forms the possessive form of most singular nouns. Remember
that the word its is a contraction that means it is and the word its is a possessive.

Daily intake of probiotic foods as a part of ones diet can provide our system with
all the friendly bacteria that one needs to keep the harmful ones at bay.

NOT

Daily intake of probiotic foods as a part of ones diet can provide our system with all
the friendly bacteria that one needs to keep the harmful ones at bay.

By maintaining a healthy balance of the intestinal flora, probiotics enable the body
to improve its own natural defenses.

NOT

By maintaining a healthy balance of the intestinal flora, probiotics enable the body
to improve its own natural defenses.

8 Names and Terms

8.1 Name Consistency


Only spell the company and product without the exclamation mark to remain consistent in the
spelling of Yakult. It is unclear why in some instances an exclamation mark.

Today, he is accredited with creating the world's first probiotic shot drink, Yakult.

NOT
Today, he is accredited with creating the world's first probiotic shot drink, Yakult!

Dr. Shirota envisioned that everybody in the world would be able to enjoy the
benefits of Yakult.

NOT

Dr. Shirota envisioned that everybody in the world would be able to enjoy the
benefits of Yakult!

8.2 Consistent Capitalization


According to Kohl 8.13, capitalization is an important syntactic cue because it helps translators
and other readers recognize that a term is a proper noun (name) rather than a common noun.
This is important in Global English because the name of companies and products are not
translated, while common nouns are normally translated. In some instances probiotics is
capitalized, but to remain consistent do not capitalize probiotics.

The benefits that probiotics offer to the human body are immense.

NOT

The benefits that Probiotics offer to the human body are immense.

8.3 Book Titles


Book titles should be in italics, not quotations. See Chicago 8.166.

The scientific interest in the area of probiotics came to light with the publication of
the book The Prolongation of Life, by Dr. Elie Metchnikoff, in the early twentieth
century.

NOT

The scientific interest in the area of probiotics came to light with the publication of
the book The Prolongation of Life, by Dr. Elie Metchnikoff, in the early twentieth
century.

9 Numbers

9.1 Small Numbers


One should spell out whole numbers from zero through one hundred. See Chicago 9.2.
Consuming one or two bottles a day of this exclusive probiotic drink may help
improve digestive balance and overall wellness.

NOT

Consuming 1 or 2 bottles a day of this exclusive probiotic drink may help improve
digestive balance and overall wellness.

9.2 Millions, Billions, and so forth


Always spell out whole numbers from zero through one hundred, even when used in
combination with million, billion, and so forth. See Chicago 9.8.

One by one, city by city, country by country, we deliver this message in the shape of
a small bottlea bottle that contains around eight billion live and active good
bacteria.

NOT

One by one, city by city, country by country, we deliver this message in the shape of
a small bottlea bottle that contains around 8 billion live and active good bacteria.
9.3 Percentages
Except at the beginning of a sentence, percentages are usually expressed in numerals. In
scientific and statistical copy, the symbol % is more common. Also, no space appears between
the numeral and the symbol (%). See Chicago 9.18.

More than 70% of the immune cells are present in the intestine.

NOT

More than 70 percent of the immune cells are present in the intestine.

9.4 Number Beginning a Sentence


When a number begins a sentence, it is always spelled out. See Chicago 9.5.

Two of the most common strains of probiotics are lactobacilli and bifidobacteria.

NOT

2 of the most common strains of probiotics are lactobacilli and bifidobacteria.

9.5 Centuries
Particular centuries are spelled out and lowercased. See Chicago 9.33.

The scientific interest in the area of probiotics came to light with the publication of
the book The Prolongation of Life, by Dr. Elie Metchnikoff, in the early twentieth
century.

NOT

The scientific interest in the area of probiotics came to light with the publication of
the book The Prolongation of Life, by Dr. Elie Metchnikoff, in the early 20th century.

9.6 The Year Alone


Years are expressed in numerals unless they are at the beginning of a sentence. In the example
below, the first one sentence is correct because the year should not be spelled out; but, the year
should be spelled out in numerals. See Chicago 9.30.

In 1935, Dr. Shirota used this strain of bacteria for producing Yakult, a fermented
milk drink.

NOT

In nineteen thirty-five, Dr. Shirota used this strain of bacteria for producing Yakult,
a fermented milk drink.
10 Abbreviations

10.1 Social Titles


Social titles are always abbreviated, whether preceding the full name or the surname only. See
Chicago 10.16.

The health benefits of probiotics, however, first came to light when the Nobel
laureate Dr. Elie Metchnikoff, a Russian biologist and the father of modern
immunology, published the book Prolongation of Life.

NOT

The health benefits of probiotics, however, first came to light when the Nobel
laureate Doctor Elie Metchnikoff, a Russian biologist and the father of modern
immunology, published the book Prolongation of Life.

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