Microstyle: The Art of Writing Little - Couverture rigide

Johnson, Christopher

Couverture rigide

ISBN 10 : 0393077403 ISBN 13 : 9780393077407

Editeur : WW Norton & Co, 2011

Synopsis

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.

A propos du livre

À propos de l?auteur

Christopher Johnson, an independent verbal branding consultant has worked at Lexicon, one of America's top naming firms. Author website and blog: www.thenameinspector.com Author on Twitter: @name_inspector and @microstyle

Détails de l'édition

• Éditeur: WW Norton & Co
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 0393077403
• ISBN 13: 9780393077407
• Reliure: Relié
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible