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Microstyle the art of writing little / Christopher Johnson.

By: Material type: TextTextPublication details: New York W. W. Norton & Co. 2011.Edition: 1st edDescription: viii, 246 p. ill. 22 cmISBN:
  • 9780393077407
  • 0393077403
Subject(s): DDC classification:
  • 808
LOC classification:
  • PE 1421 J66m 2011
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 clichâe new tricks -- SOCIAL CONTEXT: Evoke conversation -- Establish a relationship -- Create a microvoice.
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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Holdings
Item type Current library Home library Collection Shelving location Call number Vol info Copy number Status Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Humanidades Humanidades (4to. Piso) PE 1421 J66m 2011 (Browse shelf(Opens below)) 1 1 Available 00000102334

Includes index.

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 clichâe new tricks -- SOCIAL CONTEXT: Evoke conversation -- Establish a relationship -- Create a microvoice.

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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