Storynomics - Story-Driven Marketing in the Post-Advertising World is a brilliant book that's destined to send shockwaves through the worlds of marketing and branding. Drawing on the experiences gained with his Storynomics seminars, Robert McKee - author of Story: Substance, Structure, Style and the Principles of Screenwriting and Dialogue: The Art of Verbal Action for Page, Stage and Screen - has teamed up with Tom Gerace to produce a work that is at once imaginative, innovative and inspirational. There has been a major change in the way brands connect with consumers. In the past, brand managers and chief marketing executives would find stories people loved and then interrupt their telling with advertisements. Today's consumers have tired of the ads and are blocking, skipping or avoiding them at unprecedented rates. The consequences are that marketing professionals are finding it harder and harder to reach their customers. Some business leaders have recognised that storytelling is the future of marketing, and to succeed in an increasingly ad-free world, they must place `story' at the centre of their strategies. There is still some misunderstanding about story and how it can be used effectively. Robert McKee created the Storynomics seminars to show business leaders how to apply storytelling to their businesses, to drive revenue, margins and brand loyalty. In their new book, McKee and Gerace bring a whole new meaning to marketing, to displace old theories and practices with story-driven messages. Storynomics, the book, is essential reading for all serious professionals.

First Published in 1997. Edward Bond Letters, Volume III, includes sections on the important areas of writing and translating as well as continuing to trace Bond's interest in productions of his work. Focusing on The Pope's Wedding and Saved, a radio production of The Fool (1990), In the Company of Men (1992) and the television plays - Olly's Prison (1993) and Tuesday (1993) - this lively and thought-provoking volume of Edward Bond's letters provides useful background information for both the student and the general reader.

Life writing projects have become part of the expanding field of qualitative research methods in recent years and advances in critical approaches are reshaping methodological pathways. Critical Approaches to Life Writing Methods in Qualitative Research gives researchers and students looking for a brief compendium to guide their methodological thinking a concise and working overview of how to approach and carry out different forms of life writing. This practical book re-invigorates the conversation about the possibilities and innovative directions qualitative researchers can take when engaged in various forms of life writing, such as biography, autobiography, autoethnography, life history, and oral history. It equips the reader with the tools to carry out life writing projects from start to finish, including choosing a topic or subject, examining lives as living data, understanding the role of documents and artifacts, learning to tell the story, and finally writing/performing/displaying through the voice of the life writer. The authors also address the ways a researcher can begin a project, work through the issues they might face along the journey, and arrive at a shareable product. With its focus on the plurality of life writing methodologies, Critical Approaches to Life Writing Methods in Qualitative Research occupies a distinct place in qualitative research scholarship and offers practical exercises to guide the researcher. Examples include exploring authorial voice, practical applications of reflexivity exercises, the relationship between the narrator and participants, navigating the use of public and private archives, understanding the processes of collaborative inquiry and collaborative writing, and writing for various audiences.

For courses in Writing. This version of Envision in Depth Reading, Writing, and Researching Arguments has been updated to reflect the 8th Edition of the MLA Handbook (April 2016)* Research-based writing through practical examples Envision in Depth: Reading, Writing, and Researching Arguments encourages students to look at an issue or idea from a new perspective through the process of analysis, argument, source evaluation, and research-based essay writing. This compact, colorful text for argument and research employs visual culture as an intuitive way into rhetoric and writing. Because of its authentic examples, fresh readings, and thorough instruction, students will enjoy learning to read, analyze, and argue about a range of written and visual texts relevant to our contemporary culture. * The 8th Edition introduces sweeping changes to the philosophy and details of MLA works cited entries. Responding to the "increasing mobility of texts," MLA now encourages writers to focus on the process of crafting the citation, beginning with the same questions for any source. These changes, then, align with current best practices in the teaching of writing which privilege inquiry and critical thinking over rote recall and rule-following.

Examination of the work of scientific icons-Newton, Descartes, and others-reveals the metaphors and analogies that directed their research and explain their discoveries. Today, scientists tend to balk at the idea of their writing as rhetorical, much less metaphorical. How did this schism over metaphor occur in the scientific community? To establish that scientists should use metaphors to explain science to the public and need to be conscious of how metaphor can be useful to their research, this book examines the controversy over cloning and the lack of a metaphor to explain it to a public fearful of science's power.The disjunction between metaphor and science is traced to the dispensation of the Solar System Analogy in favor of a mathematical model. Arguing that mathematics is metaphorical, the author supports the idea of all language as metaphorical-unlike many rhetoricians and philosophers of science who have proclaimed all language as metaphorical but have allowed a distinction between a metaphorical use of language and a literal use.For technical communication pedagogy, the implications of this study suggest foregrounding metaphor in textbooks and in the classroom. Though many technical communication textbooks recommend metaphor as a rhetorical strategy, some advise avoiding it, and those that recommend it usually do so in a paragraph or two, with little direction for students on how to recognize metaphors or to how use them. This book provides the impetus for a change in the pedagogical approach to metaphor as a rhetorical tool with epistemological significance.

Critical Reading and Writing in the Digital Age is a fully introductory, interactive textbook that explores the power relations at work in and behind the texts we encounter in our everyday lives. Using examples from numerous genres - such as fiction, poetry, advertisements and newspapers - this textbook examines the language choices a writer must make in structuring texts, representing the world and positioning the reader. Assuming no prior knowledge of linguistics, Critical Reading and Writing in the Digital Age offers guidance on how to read texts critically and how to develop effective writing skills. Extensively updated, key features of the second edition include: a radically revised and repackaged section that highlights the theme of discourses of power and authority and the new possibilities for resisting them; a revamped analysis of the art of communication which has changed due to the advent of new media including Facebook and Wikipedia; fresh examples, exercises and case studies including fan fiction, articles from the BBC, Daily Mail and South China Morning Post, and a selection of international ads for a variety of products; a brand new companion website at www.routledge.com/cw/goatly featuring projects, quizzes and activities for each chapter, a glossary and further reading. Written by two experienced teachers, Critical Reading and Writing in the Digital Age is an ideal coursebook for students of English language.

A growing number of information providers are now online, and as a result being able to produce copy that is suitable for an online readership is of increasing importance. In this text the basic principles of copywriting are covered, along with more specific guidance on writing for online sources. The differences between writing for online and offline are highlighted to enable the reader to distinguish between the two and consequently write the best form of copy for the end source. Different sources of online content require different approaches, and therefore the author takes a structured approach, taking each of these channels in turn, for example writing for web sites, writing for email, ezines and newsletters, writing for search engines, and writing for online ads. By approaching each topic individually, specific guidance is provided enabling the reader to be properly equipped with the tools required to write the most appropriate copy for the task in hand.

This book offers students a method for understanding and mastering the rhetorical patterns that comprise expository writing. Its exercises ask students to arrange jumbled sentences into logical order, forming model essays for standard rhetorical patterns such as comparison/contrast, classification, and thesis support. These techniques force students to see the basic logic of different writing patterns. The goal of Whimbey's workbook is to teach the student to write concise and original essays on any topic.

New Subediting gives a detailed account of modern editing and production techniques. Its aim is both to help the young subeditor and to spell out to the newcomer to newspaper journalism what happens between the writing of news stories and features and their appearance in the newspaper when it comes off the press. In this age of technological change the quality of the subbing has never been more important to a successful newspaper. The careful use of typography, pictures, graphics and compelling headlines and the skillful handling of text coupled with good page planning, all help to give character,style and readability. This book examines, and draws lessons from, work in contemporary newspapers in editing and presentation; it defines the varied techniques of copytasting, of editing news stories and features, of styles of headline writing and the use of typography to guide and draw the attention of the reader. It takes into account developments in the use of English as a vehicle of mass communication in two important chapters on structure and word use; and it shows how to get the best out of the electronic tools now available to subeditors. It also reminds journalisis that, however advanced the tools, a newspaper is only as good as the creative skills of those that write, edit and put it together.

Someday computers will be artists. They'll be able to write amusing and original stories, invent and play games of unsurpassed complexity and inventiveness, tell jokes and suffer writer's block. But these things will require computers that can both achieve artistic goals and be creative. Both capabilities are far from accomplished. This book presents a theory of creativity that addresses some of the many hard problems which must be solved to build a creative computer. It also presents an exploration of the kinds of goals and plans needed to write simple short stories. These theories have been implemented in a computer program called MINSTREL which tells stories about King Arthur and his knights. While far from being the silicon author of the future, MINSTREL does illuminate many of the interesting and difficult issues involved in constructing a creative computer. The results presented here should be of interest to at least three different groups of people. Artificial intelligence researchers should find this work an interesting application of symbolic AI to the problems of story-telling and creativity. Psychologists interested in creativity and imagination should benefit from the attempt to build a detailed, explicit model of the creative process. Finally, authors and others interested in how people write should find MINSTREL's model of the author-level writing process thought-provoking.

This book undertakes a general framework within which to consider the complex nature of the writing task in English, both as a first, and as a second language. The volume explores varieties of writing, different purposes for learning to write extended text, and cross-cultural variation among second-language writers. The volume overviews textlinguistic research, explores process approaches to writing, discusses writing for professional purposes, and contrastive rhetoric. It proposes a model for text construction as well as a framework for a more general theory of writing. Later chapters, organised around seventy-five themes for writing instruction are devoted to the teaching of writing at the beginning, intermediate, and advanced levels. Writing assessment and other means for responding to writing are also discussed. William Grabe and Robert Kaplan summarise various theoretical strands that have been recently explored by applied linguists and other writing researchers, and draw these strands together into a coherent overview of the nature of written text. Finally they suggest methods for the teaching of writing consistent with the nature, processes and social context of writing.

Level Up Your Essays is the essential guide to essay writing for university students. Written by the people who mark your essays, it will show you step-by-step how to write high quality essays that will get you top marks. This book will guide you through all the stages including your essay plan, developing research strategies, writing with distinction, and getting your editing and referencing right every time. Bursting with insider tips and tricks on what markers look for, this clear and easy-to-use guide includes: Over 20 worksheets with exercises and checklists The secret formula for a good essay (yes, there is a formula!) Practical knowledge on digital tools to help you with research, writingand referencing Guidelines for writing in academic English Common mistakes and missteps and how to fix them Straightforward information for international students Successful time management strategies so you never hand in an essaylateNo matter what grades you get now, this book you will revolutionise your essay writing - and get you the marks to prove it.

The creative writing workshop has existed since the early part of the 20th century, but does it adequately serve the students who come to it today? While the workshop is often thought of as a form of student-centered pedagogy, it turns out that workshop conversations serve to marginalize a range of aesthetic orientations and the cultural histories to which they belong. Given the shifting demographics of higher education, it is time to re-evaluate the creative writing curriculum and move literary writing pedagogy toward a more inclusive, equitable model. Toward an Inclusive Creative Writing makes the argument that creative writing stands upon problematic assumptions about what counts as valid artistic production, and these implicit beliefs result in exclusionary pedagogical practices. To counter this tendency of creative writing, this book proposes a revised curriculum that rests upon 12 threshold concepts that can serve to transform the teaching of literary writing craft. The book also has a companion website www.criticalcreativewriting.org offering supplemental materials such as lesson plans and course materials.

DON'T LET YOUR WRITING HOLD YOU BACK.
When you're fumbling for words and pressed for time, you might be tempted to dismiss good business writing as a luxury. But it's a skill you "must" cultivate to succeed: You'll lose time, money, and influence if your e-mails, proposals, and other important documents fail to win people over.
The "HBR Guide to Better Business Writing," by writing expert Bryan A. Garner, gives you the tools you need to express your ideas clearly and persuasively so clients, colleagues, stakeholders, and partners will get behind them. This book will help you:
- Push past writer's block
- Grab--and keep--readers' attention
- Earn credibility with tough audiences
- Trim the fat from your writing
- Strike the right tone
- Brush up on grammar, punctuation, and usage

For more than fifty years, authors, editors, and publishers in the scientific community have turned to Scientific Style and Format for authoritative recommendations on all matters of writing style and citation. Developed by the Council of Science Editors (CSE), the leading professional association in science publishing, this indispensable guide encompasses all areas of the sciences. Now in its eighth edition, it has been fully revised to reflect today's best practices in scientific publishing. Scientific Style and Format citation style has been comprehensively reorganized, and its style recommendations have been updated to align with the advice of authoritative international bodies. Also new to the eighth edition are guidelines and examples for citing online images and information graphics, podcasts and webcasts, online videos, blogs, social networking sites, and e-books. Style instructions for physics, chemistry, genetics, biological sciences, and astronomy have been adjusted to reflect developments in each field. The coverage of numbers, units, mathematical expressions, and statistics has been revised and now includes more information on managing tables, figures, and indexes. Additionally, a full discussion of plagiarism and other aspects of academic integrity is incorporated, along with a complete treatment of developments in copyright law, including Creative Commons. For the first time in its history, Scientific Style and Format will be available simultaneously in print and online. Online subscribers will receive access to full-text searches of the new edition and other online tools, as well as the popular Chicago Manual of Style Online forum, a community discussion board for editors and authors. Whether online or in print, the eighth edition of Scientific Style and Format remains the essential resource for those writing, editing, and publishing in the scientific community.

An essential guide for succeeding in today's competitive environment, this book provides beginning scientists and experienced researchers with practical advice on writing about their work and getting published. This brand new, updated edition also includes a new chapter on editing one's own work, a section on publicizing and archiving one's paper, and updates on authorship, including information on new authorship criteria and on the author identification number ORCID. The book guides readers through the processes involved in writing for and publishing in scientific journals, from choosing a suitable journal, to writing each part of the paper, to submitting the paper and responding to peer review, through checking the proofs. It covers ethical issues in scientific publishing, explains rights and permissions, and discusses writing grant proposals, giving presentations and writing for general audiences.

Winner of the 2018 CCCC Technical and Scientific Communication Award in the category of Best Book in Technical or Scientific Communication Responding to the effects of human mobility and crises such as depleting oil supplies, Ehren Helmut Pflugfelder turns specifically to automobility, a term used to describe the kinds of mobility afforded by autonomous, automobile-based movement technologies and their ramifications. Thus far, few studies in technical communication have explored the development of mobility technologies, the immense power that highly structured, environmentally significant systems have in the world, or the human-machine interactions that take place in such activities. Applying kinaesthetic rhetoric, a rhetoric that is sensitive to and developed from the mobile, material context of these technologies, Pflugfelder looks at transportation projects such as electric taxi cabs from the turn of the century to modern day, open-source vehicle projects, and a large case study of an autonomous, electric pod car network that ultimately failed. Kinaesthetic rhetoric illuminates how mobility technologies have always been persuasive wherever and whenever linguistic symbol systems and material interactions enroll us, often unconsciously, into regimes of movement and ways of experiencing the world. As Pflugfelder shows, mobility technologies involve networks of sustained arguments that are as durable as the bonds between the actors in their networks.

This invaluable book offers the student of literature detailed advice on the entire process of critical essay writing, from first facing the question right through to producing a fair copy for final submission to the teacher.

As colleges and universities across the country continue to deal with regular decreases in state funding, technical communication programs, in particular, are being forced to "do more with less." As budget cuts become the new normal, the long-term health of technical communication depends on our ability to evolve and adapt to an array of internal, external, and technological pressures. The New Normal: Pressures on Technical Communication Programs in the Age of Austerity explores the ways technical communication programs are responding to conditions of economic austerity and investigates how smaller programs, or programs situated in smaller institutions, use increasingly limited resources to meet the challenges of increased student demand, the responsibilities of teaching service courses effectively, the technological demands for online education, and the constant pressure to prepare our students appropriately for the ever-changing needs of the job market in technical communication. More specifically, the contributors to this collection are overtly conscious of the marginalized/peripheral status of technical communication programs within both small and large institutions. This awareness allows them to articulate specific ways that austerity has had a direct, and local, effect on a particular technical communication program and to describe short- and long-term strategies for creating sustainable futures for a technical communication program, despite cuts and marginalization.

In the field of technical communication, academics and industry practitioners alike regularly encounter the same question: "What exactly is it you do?" Their responses often reveal a fundamental difference of perspective on what the field is and how it operates. For example, academics might discuss ideas in terms of rhetorical theory, while practitioners might explain concepts through more practical approaches involving best business practices. And such differences can have important implications for how the field, as a whole, moves forward over time. This collection explores ideas related to forging effective academia-industry relationships and partnerships so members of the field can begin a dialogue designed to foster communication and collaboration among academics and industry practitioners in technical communication. To address the various factors that can affect such interactions, the contributions in this collection represent a broad range of approaches that technical communicators can use to establish effective academy-industry partnerships and relationships in relation to an area of central interest to both: education. The 11 chapters thus present different perspectives on and ideas for achieving this goal. In so doing, the contributors discuss programmatic concerns, workplace contexts, outreach programs, and research and writing. The result is a text that examines different general contexts in which academia-industry relationships and partnerships can be established and maintained. It also provides readers with a reference for exploring such interactions.

As colleges and universities across the country continue to deal with regular decreases in state funding, technical communication programs, in particular, are being forced to "do more with less." As budget cuts become the new normal, the long-term health of technical communication depends on our ability to evolve and adapt to an array of internal, external, and technological pressures. The New Normal: Pressures on Technical Communication Programs in the Age of Austerity explores the ways technical communication programs are responding to conditions of economic austerity and investigates how smaller programs, or programs situated in smaller institutions, use increasingly limited resources to meet the challenges of increased student demand, the responsibilities of teaching service courses effectively, the technological demands for online education, and the constant pressure to prepare our students appropriately for the ever-changing needs of the job market in technical communication. More specifically, the contributors to this collection are overtly conscious of the marginalized/peripheral status of technical communication programs within both small and large institutions. This awareness allows them to articulate specific ways that austerity has had a direct, and local, effect on a particular technical communication program and to describe short- and long-term strategies for creating sustainable futures for a technical communication program, despite cuts and marginalization.

NOVELISTA is a friendly, straight-talking writing guide for people who want to write a novel but don't know how to begin. It asks all the important questions and gives a host of reassuring answers that demonstrate that anyone can write a novel - even you! To begin with, what the hell is a novel? It's basically a tiny world, where characters are born, live, and (sometimes) die. To write one all you need is a notebook and a pen - but along the way you'll want to learn about good writing habits, planning, mastering descriptions and dialogue and how to pull it all together. This book will guide you through the process and orient you towards the goal of publication. From absolute beginner to novelista, this book will change the way you write and think about writing.

The Other Kind of Funnies refutes the mainstream American cultural assumption that comics have little to do with technical communication-that the former are entertaining (in a low-brow sense) and juvenile, whereas the latter is practical and serious (to the point of stuffiness). The first of its kind, this book demonstrates the exciting possibilities of using comics in technical communication. It defines comics as a medium and art form that includes cartoons, comic strips, comic books, and graphic novels; provides conceptual and historical backgrounds on comics; and discusses the appeals and challenges of using comics-style technical communication. More specifically, it examines comics-style instructions, educational materials, health/risk communication, and political/propaganda communication. The author argues that comics-style technical communication encourages reader participation, produces covert persuasion, facilitates intercultural communication, benefits underprivileged audiences such as children and readers of lower literacy, and challenges the positivist view of technical communication. An abundance of comics-style technical communication examples, carefully selected from across cultures and times, demonstrates the argument. While the book proposes that comics can create user-friendly, visually oriented, engaging, and socially responsible technical communication, it is also quick to acknowledge the limitations and challenges of comics-style technical communication and provides heuristics on how to cope with them. The Other Kind of Funnies is unique in its interdisciplinary approach. It focuses on technical communication but speaks to design, cultural and intercultural studies, historical studies, and to some extent, education, politics, and art.