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Microstyle : the art of writing little

Author: Christopher Johnson
Publisher: New York : W.W. Norton & Co., ©2011.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular tool.
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Genre/Form: Nonfiction
Document Type: Book
All Authors / Contributors: Christopher Johnson
ISBN: 9780393077407 0393077403 9780393341812 039334181X
OCLC Number: 668194777
Notes: Includes index.
Description: viii, 246 pages : illustrations ; 22 cm
Contents: MEANING: Be clear --
Choose the right word --
Paint a picture --
Push buttons --
Evoke specific situations --
Zoom in on telling details --
Tap into metaphor --
Use ambiguity for good, not evil --
Say the wrong thing --
SOUND: Keep it simple --
Give it rhythm --
Play with poetic patterns --
Make the sound fit --
STRUCTURE: Break the rules --
Coin a new word --
Make a play on words --
Combine words artfully --
Use grammar expressively --
Repeat structures --
Teach an old cliché new tricks --
SOCIAL CONTEXT: Evoke conversation --
Establish a relationship --
Create a microvoice.
Responsibility: Christopher Johnson.

Abstract:

A field guide for the age of the incredible shrinking message.  Read more...

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"Useful and entertaining." -- Mignon Fogarty, author of Grammar Girl's Quick and Dirty Tips for Better Writing "What do Oscar Wilde, Steve Jobs, and Jello Biafra have in common? Each has mastered Read more...

 
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