Correct use of an apostrophe

MW Motors wrote 09/20/2015 at 13:27 1 point

It seems we will have to change the slogan for our HaD project for a very strange reason.  We have failed to find consensus on where to put the apostrophe.

www.lukaev.com

The slogan in question is. (a) YESTERDAYS STYLE, TOMORROWS TECHNOLOGY.

or. (b) YESTERDAYS' STYLE, TOMORROWS' TECHNOLOGY  or (c) YESTERDAY'S STYLE, TOMORROW'S TECHNOLOGY

The core issue is that in our case both Yesterday & Tomorrow are intended to be plural.  Yesterday is in fact supposed to relate to the decades of 1950 & 1960.

The arguments for (a).  No apostrophe.

1/ Yesterday is not a person so it should not be possessive

2/ There is a generally accepted convention that 1950s or 1960s should have no apostrophe when written as they refer to a 10 year period. 1950s style is the style of the decade. 1950's style is the style of the singular year 1950.  As our Yesterday refers to this period, we should follow this convention.

3/  The slogan could be deemed a title & no apostrophe should be used in a title.

4/  Because capital letters are used, no apostrophe should be used.

The arguments for (b). Apostrophe after S

1/  As both yesterday & tomorrow are intended to be plural, the apostrophe should follow the S & not be placed before the S

The arguments for (c). Apostrophe before S

1/   It looks right.

2/  While a plural form of Yesterday does exist, it is rarely used & people should understand that even using a singular form, we are in fact referring to bygone days.  But, this has technical issues.  Look at Yesterday's news.  If today is Sunday, this should be understood as the news from a singular Yesterday (so the news from Saturday).  On the other hand, Yesterdays' news would indicate bygone news.  This should in fact probably be written as a double plural Yesterdays' newses (which in the opinion of one expert is ''clearly silly'')

Our issue now is not what is correct.  It seems no matter what form we use, a % of the audience will think it is incorrect.  It is amazing how passionate people are about the apostrophe!

Any opinions on the above?   We could be tempted to say ''who cares'' but it seems lots of people really do care... There are a bunch of specialist forums on the use of the apostrophe.

If we change the slogan (as seems likely), we will probably replace Yesterday with ''Classic"'.  We are less sure about the replacement for Tomorrow.  Various suggestions have been offered.  If anyone can think of anything, let us know...