Microstyle: The Art of Writing Little (Google eBook)

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W. W. Norton & Company, Jul 25, 2011 - Reference - 256 pages
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“A work of pop linguistics . . . [that] synthesizes . . . grammar, branding, cognitive science and Web theory . . . with intelligence and friendly wit.”—New York Times

Welcome to the age of the incredible shrinking message. Your guide to this new landscape, Christopher Johnson reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps short messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. Piled high with examples from corporate slogans to movie titles to product names, Microstyle shows readers how to say the most with the least, while offering a lively romp through the historic transformation of mass media into the media of the personal.
  

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Long on theory, short on practical implementation.

Contents

Introduction
1
meaning
33
Be Clear
42
Choose the Right Word Paint a Picture Push Buttons Evoke Specific Situations Zoom In on Telling Details Tap into Metaphor Use Ambiguity for Go...
53
3
66
4
72
5
79
6
83
Play with Poetic Patterns
133
Make the Sound
141
structure
145
social context
203
Epilogue
223
Index
229
33
230
72
232

7
90
8
101
9
103
sound
119
Keep It Simple
123
Give It Rhythm
127

Common terms and phrases

About the author (2011)

Christopher Johnson is a blogger and branding consultant, with a PhD in linguistics from the University of California, Berkeley. He lives in Seattle, Washington.

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