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Microstyle: The Art of Writing Little
by Christopher Johnson
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More of an exploration of naming and advertising dynamics than a writing guide. In spite of the many quotes from twitter, at times it sounds just like the more internet-friendly observations have been glued to a pre-existing book on advertising-oriented linguistics (see the author's blog and job). Nevertheless, a nice read. ( )
This is a must read for people interested in language, and of course, writers.
It's really quite brilliant, the author really takes in account the different social aspects--mostly on the web, all the while covering things like the elevator pitch and company names. It really goes into the reasons why we like the simple things we do--like Coca-Cola.
Very interesting and quick read. How to get yourself heard quickly and effectively - be personal, be brief, be interesting, be relevant.
Implicit in "Microstyle" is the faith that you can say a lot in relatively few words, imply even more and broaden the effect still further by immersing the reader in the depths of connotation and feeling.
Christopher Johnson’s lively first book, “Microstyle: The Art of Writing Little,” is a work of pop linguistics that doesn’t have much that’s blindingly new to say. That is, 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.
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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Melvil Decimal System (DDC)808.042Literature By Topic Rhetoric and anthologies Rhetoric and anthologies Handbooks for writers English
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An edition of this book was published by W.W. Norton.