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Book Microstyle: The Art of Writing Little

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Microstyle: The Art of Writing Little

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    Available in PDF - DJVU Format | Microstyle: The Art of Writing Little.pdf | Language: ENGLISH
    Christopher Johnson(Author)

    Book details


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.

With advice for writing compelling blogs, pitches, ads, slogans, and social-media postings, Johnson s sophisticated, richly referenced, and example-filled microstyle guide is distinctive, instructive, enjoyable, and inspiring. --Booklist

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Required Software Any PDF Reader, Apple Preview
Supported Devices Windows PC/PocketPC, Mac OS, Linux OS, Apple iPhone/iPod Touch.
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Printable? Yes

Book details

  • PDF | 256 pages
  • Christopher Johnson(Author)
  • W. W. Norton & Company; Reprint edition (24 Aug. 2012)
  • English
  • 4
  • Reference

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Review Text

  • By Alan Barker on 25 May 2012

    Microstyle is the style of the micromessage: the headline, the slogan, the tweet.Big Style has governed formal writing since the advent of printing. Microstyle is really the old oral style of proverbs, aphorisms and epigrams. But with electronic media and the attention economy, microstyle has found a new lease of life.Big Style generates style guides; microstyle, says Johnson, needs a field guide. We'd love language more, he says, if we shifted our linguistic focus from judgement and insecurity to curiosity and appreciation. "I wrote this book," he writes, "to let you observe words in the wild through a linguist's eyes."Johnson - both an academic and a verbal branding consultant - mixes poetics and relevance theory with close analysis of six-word stories, film titles and political slogans. The combination is sometimes uneasy, but it means we get remarkable insights. (I particularly like cranberry morphemes.) In four sections - dealing with meaning, sound, structure and social context - Johnson shows how microstyle changes the relationship between writer and reader. The writer's task is to grab the reader's attention; readers, in turn, contribute wit and context to fill micromessages with meaning.Microstyle emerges from conversation and, at its best, evokes it. Johnson is a prophet of what Walter Ong called secondary orality. His book is a serious contribution to this new rhetoric, and it fulfils its promise as a field guide. You'll see - and use - language differently after reading it.A version of this review appears here:http://justwriteonline.typepad.com/distributed_intelligence/2012/05/take-me-to-your-cranberry-morpheme.html


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