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Microstyle: The Art of Writing Little

Microstyle: The Art of Writing Little

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Product Code:
2031-01
ISBN
978-619-01-0129-7
SKU
13.0111
Year
26-10-2017
Translation
from English: Maria Atanasova
Pages
264
Size
140/215 мм
Weight
0.36 kg
Cover Type
Paperback
Genre
Handbooks & Teaching Aids, Marketing, Online Business & Technologies, Advertising & PR

Christopher Johnson

Christopher Johnson

Christopher Johnson is a Professor of Practice of Communication at the University of Washington, and also works as a verbal branding consultant known as The Name Inspector. Christopher grew up and went to college in the midwest and then journeyed to California with all his belongings in a canvas duffel to study linguistics. Since receiving his PhD from the University of California, Berkeley, Chris…

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“A work of pop linguistics . . . [that] synthesizes . . . grammar, branding, cognitive science and Web theory . . . with intelligence and friendly wit.”

New York Times


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.

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