Verlag:
W. W. Norton & Company, Incorporated, [Erscheinungsort nicht ermittelbar]
"A work of pop linguistics . . . [that] synthesizes . . . grammar, branding, cognitive science and Web theory . . . with intelligence and friendly wit."--New York Times. Intro -- Title Page -- Dedication -- Contents -- Introduction -- MEANING -- 1 BE...
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"A work of pop linguistics . . . [that] synthesizes . . . grammar, branding, cognitive science and Web theory . . . with intelligence and friendly wit."--New York Times. Intro -- Title Page -- Dedication -- Contents -- Introduction -- MEANING -- 1 BE CLEAR -- 2 CHOOSE THE RIGHT WORD -- 3 PAINT A PICTURE -- 4 PUSH BUTTONS -- 5 EVOKE SPECIFIC SITUATIONS -- 6 ZOOM IN ON TELLING DETAILS -- 7 TAP INTO METAPHOR -- 8 USE AMBIGUITY FOR GOOD, NOT EVIL -- 9 SAY THE WRONG THING -- SOUND -- 10 KEEP IT SIMPLE -- 11 GIVE IT RHYTHM -- 12 PLAY WITH POETIC PATTERNS -- 13 MAKE THE SOUND FIT -- STRUCTURE -- 14 BREAK THE RULES -- 15 COIN A NEW WORD -- 16 MAKE A PLAY ON WORDS -- 17 COMBINE WORDS ARTFULLY -- 18 USE GRAMMAR EXPRESSIVELY -- 19 REPEAT STRUCTURES -- 20 TEACH AN OLD CLICHÉ NEW TRICKS -- SOCIAL CONTEXT -- 21 EVOKE CONVERSATION -- 22 ESTABLISH A RELATIONSHIP -- 23 CREATE A MICROVOICE -- Epilogue -- Acknowledgments -- Index -- Praise -- Copyright.
