A field guide for the age of the incredible shrinking message.
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Microstyle, or the art of the short message (a phrase or a sentence or two), was once the exclusive realm of advertising professionals; it is now used by individuals every day, in realms from Twitter and Facebook to the naming of website domains or sets of PowerPoint slides. Author Johnson, a verbal branding consultant, holds a PhD in linguistics and works at a major brand-naming firm. Here, he offers a field guide of strategies for creating all types of effective and memorable short messages, showing how to use tools such as double meanings, metaphor, and sound symbolism. Examples are drawn from many contexts, from newspaper headlines to commercial jingles. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)
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