How to establish novel news headlines

The predecessors said: "The stone is full of jade and the mountains are bright, and the water is full of pearls." News headlines can be described as jade in stone and pearl on water, and are called "eyes" of news. Headlines are the first thing that attracts readers' attention in news reports. A good headline can clearly show the theme of news, enhance the readability of news, strengthen the expression effect of news, and thus make people have a strong desire to read. Therefore, it is worthwhile for editors and journalists to spend more time on the production of headlines and check them carefully several times.

Popularization —— The Requirements of Modern Communication for Titles

In today's social development, the change of news audience is the cultural basis for the popularization of headline production, and popularization has become the essential feature of newspaper news. In the past, the readers of China newspapers were mostly intellectuals, so the newspaper language was relatively elegant and the written language was widely used. In the west, newspaper news has been widely read, and ordinary people are the main readers and consumers of newspapers, so their news headlines have always been concise and popular. Nowadays, our newspaper has also entered thousands of households and become a popular "cultural fast food". It is the basic principle of newspapers to win readers by reflecting major events at home and abroad and telling stories of ordinary people themselves. Simple and clear headlines have become the "eyes" and "selling points" of newspapers. A good title, it can be intuitive at a glance and firmly grasp the reader.

According to the author's observation, Beijing Youth Daily and Yangcheng Evening News, two newspapers in the south and north, are outstanding in this respect. Their titles don't pay attention to deliberate confrontation and neatness, and they also use unadorned vernacular in language, but when they see the titles, they make people feel particularly cordial and close, just like chatting with you. In the assembled version, it matches the bold font, forming a strong visual impulse. For example, Beijing Youth Daily once reported that there were some problems in the supply and demand of Beijing coal market and coal quality after winter. The title of such an ordinary report made by the editor is: "How many eyes does honeycomb coal have-a report from the coal market", and the result suddenly aroused the reader's appetite. In fact, a good title can not only add icing on the cake to the article, but also fill the blank and beautify the article. Reading the text along the title can stimulate readers' curiosity and attract readers' attention.

The vitality of a newspaper lies in its vividness, readability and closeness. The title of "vulgar" is undoubtedly a successful attempt and gratifying progress in getting close to readers, life and creating lively language. Using the most vivid language in the daily spoken language of ordinary people as the title, or as the people themselves say, makes people feel confident at first glance; News dominated by such headlines is often loved by people.

Diversification-the commercial ability contained in headline production

It's not difficult to make headlines. Anyone who has worked in a news post for several years can become a close friend. But it's easier said than done, because making a headline that makes people shine at the moment and has endless aftertaste is not more labor-saving than writing a good article. Therefore, headline production has high requirements for the professional ability of news editors. The business capability mentioned here usually includes three meanings:

The first is understanding ability. Editors should have a complete and accurate understanding of the content of the report, which is a prerequisite for making headlines. Sometimes, due to subjective and objective reasons, editors can't fully understand the content of the report and grasp the main idea of the report, which will easily lead to inconsistent titles. The title is either one-sided, exaggerated or ambiguous, which will only mislead readers, let alone make them understand. In order to avoid this problem, the best way is to read the article several times. Only by thoroughly understanding the meaning of the report can the title reflect the content most appropriately, thus being vivid and penetrating.

The second is to sum up the ability. Engels once said: "I believe that the simpler the title, the less puzzling it is, the better." So is the production of news headlines. Conciseness and conciseness is an important criterion. But to do this, the key is to have a strong generalization ability and be able to express the main idea of the report in the most concise words, which is also one of the basic skills of editors. Old newspaper reporters once put forward an important way of thinking, which is called synthesis, comparison and repetition. To be comprehensive means not to listen to unilateral opinions, but to listen to opinions from all sides, including opposing opinions, which will help improve the ability to judge things independently; Comparison and repetition mean more analysis and estimation, and then consider it after confirmation, and then see if there are any shortcomings before doing it. This method can also be used for reference in title making, so as to improve the generalization ability in analysis, comparison and recognition, and make the title relevant to the text, accurate and vivid.

The third is the ability to express. When making headlines, we should not only be accurate and concise, but also strive to be vivid and literary, so as to leave a deep and unforgettable impression on readers. In order to achieve the effect of "vivid image", editors must have good writing skills. When making some news headlines, editors are required to master the factors of the shape of news things, and give readers a sense of beauty through clever combination, such as hearing their voices and observing their shapes, arousing associations through headlines and deepening their understanding of news content; Some news headlines can write poems, or renovate ancient poems, or use them in reverse, or use sentences to make the headlines "sincere, incisive, far-reaching and endless"; There are also some titles that can be made like Chinese painting, whether freehand brushwork, splash ink or meticulous painting, "try your best to set up an image", "convey the spirit" and "write the spirit with the shape". Therefore, the editing skills can be clearly seen in the title. To be a good editor, we must constantly strengthen our literary accomplishment. At the same time, we should give full play to our imagination, think more, practice more and think more carefully. Only by continuous innovation can the title have a touching effect.

Novel, interesting and lively-release spring scenery inadvertently

Different people have different views on what a good title is, but several items should be recognized: accuracy and freshness.

Bright, vivid, vivid. Accuracy means that the topic conforms to the meaning of the text and is properly summarized; Clear-cut, what to support and what to oppose must be clearly reflected in the title; The so-called image is to read with an immersive feeling, just like facing the focal plane; Vivid is to make the title full of vitality and strong sense of movement.

So, how to make a good title?

The first thing is to innovate and not stick to the rules. It has long been known that news should be new. Therefore, as the headline "Eye of the News", we must take innovation as our mission. Sometimes in order to draw up a good news headline, it is often necessary to write one or twenty topics in order to choose the most creative one. It is in this way that a good title "jumps out" through repeated analysis, comparison and identification. The author once compiled such a manuscript that Ningbo held an international toy exhibition. The content of the article is very good, but the title written by the author of the manuscript is very dull. How to jump out of the general meeting report and make an attractive title really took me a lot of thought. Finally, it suddenly occurred to me that there was a very sensational cartoon called Toy Story, so I had a brainwave and made a title: "Toy Story in Ningbo yesterday" (main picture) and "The opening ceremony of international toys was unprecedented" (secondary picture). In addition, in news practice, it often happens that sometimes it seems that the theme of the article is "here", but in fact the author's brush strokes intentionally or unintentionally reveal spring scenery there. For example, a southern newspaper published an article entitled "Why is this" ring "so uncomfortable". From the title, it tells the story of a woman who suffered from misplacing the IUD in the hospital. In fact, she pointed the finger at the hospitals that repeatedly shirked their responsibilities after the accident. This title is a pun, which is memorable.

Secondly, vivid images attract people with "fun". In order to win readers' interest in news reports, we must work hard on the word "interesting". The author once saw a report in Yangcheng Evening News, with the titles: "The boss changed his mind, the stewardess changed her face" (main picture) and "Cathay Pacific stewardess stopped smiling to protest the pay cut" (secondary picture). The advantage of this title is that the language is humorous and vivid. The main title just applies the name of a popular blockbuster, which makes readers laugh and immediately produces a strong interest in reading the manuscript. However, we advocate entertainment, not entertainment for entertainment's sake. We should oppose the practice of catering to the tastes of some readers with bizarre, vulgar and low-grade tastes.

In addition, the title is easy to impress people with beautiful language. Titles with beautiful language and vivid sentences will make people feel very happy. Therefore, editors should pay attention to literary talent when making news headlines, and try to make the headlines interesting, full of scenes and interesting. Shanghai Wen Wei Po once made a headline, which was highly praised by experts. The title of the song is: "Tang Yun is a song that surprises four people, and Shi Mei knows his friends and talents". Mei Niuyin, the world violin master, spoke highly of the performance of Shanghai girl Tang Yun when he visited Shanghai. This news headline produced by Wen Wei Po is catchy and thought-provoking, and it is called "touching music, amazing performances, gratifying sentences and attractive headlines" by experts.