Microstyle

Microstyle

The Art of Writing Little

Book - 2011
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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, email signatures, bullet points. These miniature messages depend not on the elements of style but rather on the atoms of style. They require microstyle. Branding consultant Christopher Johnson here reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps miniature messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. As he highlights examples of those tools used well, Johnson also examines messages that miss the mark, either by failing to use a tool or by using it badly. 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.
Publisher: New York : W. W. Norton & Co., c2011.
Edition: 1st ed.
ISBN: 9780393077407
0393077403
Call Number: 808.042 JOHNSON
Characteristics: viii, 246 p. ; 22 cm
Subjects: English language -- Rhetoric.
English language -- Style.

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adagarcon Dec 05, 2011

Johnson's book brings better understanding to our conceptualization of communication. Through the use of historical analysis of message, poetry and the evolution of our current cultural cognizance of communication, he implores us to assert more control of the new media at hand. Filled with fascinating and witty examples from various sources, this book will have the average ecriv-ant reexamining and pondering more thoughtful word selection. A necessary read in this age of tweets or twitts.

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