Microstyle by Christopher Johnson
The Art of Writing Little

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Synopsis

“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.
 

About Christopher Johnson

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Christopher Johnson is a blogger and branding consultant, with a PhD in linguistics from the University of California, Berkeley. He lives in Seattle, Washington.
 
Published July 25, 2011 by W. W. Norton & Company. 257 pages
Genres: Computers & Technology, Education & Reference. Non-fiction

Unrated Critic Reviews for Microstyle

The New York Times

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The branding consultant Christopher Johnson explains how to think big and write small when we compose all those little bits that are now a part of our online lives.

Jul 26 2011 | Read Full Review of Microstyle: The Art of Writin...

The Wall Street Journal

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Daniel Akst reviews "Microstyle: The Art of Writing Little" by Christopher Johnson.

| Read Full Review of Microstyle: The Art of Writin...

The Wall Street Journal

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Making every word count—in ads, slogans, signs and even Twitter

Aug 06 2011 | Read Full Review of Microstyle: The Art of Writin...

The Bookbag

Johnson also makes it clear that concise, attention-grabbing writing is not necessarily lazy or mindlessly sensational, but rather a natural response to a world in which we are flooded with written information and must be increasingly discerning about where we choose to spend our attention.

Oct 21 2012 | Read Full Review of Microstyle: The Art of Writin...

Bookmarks Magazine

Norton & Company Product Description A field guide for the age of the incredible shrinking message.Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound bites, brand names, do...

Aug 07 2011 | Read Full Review of Microstyle: The Art of Writin...

The Paris Review

TAGS Bento's Sketchbook, brand, Christopher Johnson, Continuum, David Carr, Dwight Garner, Edward Gorey, Friends, humpback whale, John Beger, John Christie, Lexicon, Microstyle, My Bloody Valentine, Nas, Neutral Milk Hotel, Page One, Sara Wheeler, Splitsider, The Epiplectic Bicycle, The Magnetic ...

Jul 29 2011 | Read Full Review of Microstyle: The Art of Writin...

Reader Rating for Microstyle
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