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Book Microstyle: The Art of Writing Little: The Art of Writing A Little

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Microstyle: The Art of Writing Little: The Art of Writing A Little

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

    Book details


Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound bites, brand names, domain names, slogans, taglines, company mantras, e-mail signatures and bullet points. These miniature messages depend not on the elements of style but on the atoms of style. They require microstyle. Christopher Johnson reveals the once-secret knowledge of poets, copywriters, brand namers, speechwriters and other professional verbal miniaturists. In this field guide for the age of the shrinking message, each chapter discusses one tool that helps messages grab attention, communicate instantly, stick in the mind and roll off the tongue. As Johnson highlights examples of those tools used well, he also examines messages that miss the mark, either by failing to use a tool or by using it badly. Microstyle shows 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.

Think big. Write small. Read Microstyle.--George Lakoff, author of "The Political Mind"Useful and entertaining.--Mignon Fogarty, author of "Grammar Girl s Quick and Dirty Tips for Better Writing"Are you microstylish? In the 140-characteruniverse we now inhabit, you better be. --Seth Godin, author of "Poke the Box"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. --Donna Seaman"Microstyle: The Art of Writing Little, is a work of pop linguistics it synthesizes a wide range of current thinking from recent books about grammar, branding, cognitive science and Web theory. But it does so with intelligence and friendly wit. Mr. Johnson s point is that words are for wooing, in ways both personal and professional, and his own prose is sociable enough to underscore that point and spritz it with a bit of sophisticated perfume. His book is here, like a dating guide, to whisper: You too can woo. --Dwight Garner"Are you microstylish? In the 140-character universe we now inhabit, you better be. --Seth Godin, author of Poke the Box"Think big. Write small. Read Microstyle. --George Lakoff, author of The Political Mi"Useful and entertaining. --Mignon Fogarty, author of Grammar Girls"What do Oscar Wilde, Steve Jobs, and Jello Biafra have in common? Each has mastered microstyle. With this riotous and readable book, Christopher Johnson helps you join the club. In no time you ll be coining witty epigrams, imagining unforgettable brands, or crafting a distinctive identity. --Constance Hale, author of Sin and Syntax"

2.4 (4152)
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Book details

  • PDF | 256 pages
  • Christopher Johnson(Author)
  • W. W. Norton & Company (23 Sept. 2011)
  • English
  • 8
  • 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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