Microstyle读书介绍

Christopher Johnson      ISBN:9780393077407    原作名/别名:《》

Microstyle摘要

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, 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.

作者简介

作者简介：

Christopher Johnson是一位资深言语品牌营销咨询师，长期从事品牌命名和分析工作。他具有加州大学伯克利分校语言学博士学位，曾在芝加哥大学执教，开发过语言学应用软件，还曾服务于顶尖的品牌命名公司——Lexicon，Pentium、PowerBook、BlackBerry等都是出自该公司之手。他现还经营着一个博客“名字核查员”（The Name Inspector）。

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Microstyle大结局

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