| Edition |
1st ed. |
| Description |
viii, 246 p. : ill. ; 22 cm. |
| Note |
Includes index. |
| Summary |
A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular tool. |
| Contents |
MEANING: Be clear -- Choose the right word -- Paint a picture -- Push buttons -- Evoke specific situations -- Zoom in on telling details -- Tap into metaphor -- Use ambiguity for good, not evil -- Say the wrong thing -- SOUND: Keep it simple -- Give it rhythm -- Play with poetic patterns -- Make the sound fit -- STRUCTURE: Break the rules -- Coin a new word -- Make a play on words -- Combine words artfully -- Use grammar expressively -- Repeat structures -- Teach an old cliche new tricks -- SOCIAL CONTEXT: Evoke conversation -- Establish a relationship -- Create a microvoice. |
| Subject |
English language -- Style.
|
|
English language -- Rhetoric.
|
|
English language -- Composition and exercises.
|
|
Rhetoric.
|
| ISBN |
9780393077407 (hardcover) |
|
0393077403 (hardcover) |
|
