headlines. the good, the bad and the ugly let’s start out with the bad & the ugly…
TRANSCRIPT
POTENTIAL WITNESS TO MURDER DRUNK
So, now we can murder drunks legally? Oh, now I see, it'sa potential witness to a murder who happened to be
drunk?
You get the point…
• Downtown hogs grant cash • Sisters reunited after 18 years
in checkout line at supermarket • Senate presses
vets suits• Pope plans headache • S. Florida illegal aliens
in half by new law
EXTRA! EXTRA! READ ALL ABOUT THEM!
What are they?• A way to GRAB readers’
attention!• A line or lines of text, usually set
in a larger typeface than body copy, that introduce articles
Things that make up good headlines:
VERBSEffective headlines usually involve logical sentence structure, active voice and strong present-tense verbs. They do not include
“headlinese.” As with any good writing, good headlines are driven by good verbs.
Examples:“New burger targeted for McLean times “
“Gates admits mistake “
Be informative
• You want to encapsulate the story but you also want your reader to keep reading!
• Polly want a cracker?” Don't just parrot the lead of the story, and try to avoid stealing the reporter's thunder on a feature story. A good headline captures the essence of the story without pillaging — and, therefore, dulling — the writer's punch.
• Don’t be cute, unless cute is called for: Don't yield to the temptation to write cute headlines or to use faddish or commercial slogans unless doing so fits especially well with the content and tone of the story.
Connotative Diction(aka make conscious word choices!)
• Pick words that reflect what you’re saying and don’t use words you wouldn’t use normally
• Example:“Micks nix pix!” – Huh? – (Mickey Rourke and Mick Jagger turn down roles in same movie)
• Good examples:
U.S. rips Ryder Cup from Europeans' grasp
• Halloween scares up snow across much of Michigan
Watch out for double meaning
• Be especially careful to read for hidden meanings • Example (of double entendre): • The following is a famous headline. Not only does it have a
double entendre, but the bad break at the end of the first line contributes to the problem. Street sales for the newspaper were extraordinary that day; the edition sold out in a remarkably short time. Read the head and you’ll see why:
• Textron Inc. Makes OfferTo Screw Co. Stockholders
Be Clear
• Don't use proper names in headlines unless the name is well-known enough to be recognized immediately. The same is true for abbreviations.
• Example (bad): • Jones to fill who’s Jones?
vacancy oncity council
• Example (good): McCain-Obamadebate todayon Michigan radio
Last but not least
• Do not capitalize every word! Only Pronouns and first word.
• Do not editorialize, exaggerate, generalize or use long words. Keep it simple and direct.
• Headlines, like poetry and songs, should have a rhythm about them. Play with words, they are your friend
Ok…now your turn!
• Get into small groups, and come up with 3 different headlines for the article I give you
• We’ll re-group, share ideas and evaluate each others
• Happy headline writing! : )
Remember:
• Verbs• Don’t lose the info• Choose your words wisely• Be clear• Watch out for those double
meanings• Have fun and be creative!