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Microstyle

Name: Microstyle
Brand: WW Norton & Co
SKU: 04385171
Price: 6864 HUF
Availability: InStock
Author: Christopher Johnson
ISBN: 9780393077407

Christopher Johnson

Language

English

Book Hardback

Libristo code: 04385171

Publishers WW Norton & Co, September 2011

Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound... Full description

Libristo code: 04385171

47 b

6 864 Ft

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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, 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.