It is not a simplified study, but a selective grammar that points out many time-saving short cuts.Constantly drawing comparisons with English construction, it covers all of the important points in French grammar (verb forms and tenses, parts of speech, negative sentences, possessives, partitive construction, etc.) fully and logically, and with refreshing clarity. It was created for those who prefer the phrase approach, and all grammatical points are illustrated with phrases and sentences that you can incorporate directly into your working vocabulary. Many of the discussions include a list of common expressions that use the rule under study.In addition to the grammar text itself, there are several unusual features of great value to anyone who wants to build a French vocabulary: a section on common word-endings and their French equivalents, for example, and a 50-page lit of French-English cognates.This grammar does not assume any previous knowledge either of grammatical terms or of French grammar. English grammatical terms are explained in a separate section and all discussion begins with essentials and works up from there. Use it as an introduction to grammar, for independent class courses, with phrase courses, as a refresher, or for beginning self-study.

    

    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.