How to build a novel news headline

The predecessors said: "The stone is full of jade and the mountains are bright, and the water is full of pearls." The headline of the news can be described as Shi Zhongyu, a pearl on the water, which is called the "eye" of the 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 to spend more time on the production of headlines and scrutinize them 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 language of newspapers 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 for newspapers to win readers by reflecting major events at home and abroad and telling the stories of ordinary people themselves. Simple and clear headlines have become the "eyes" and "selling points" of newspapers. A good title, it can make people see at a glance and hold the reader tightly.

According to the author's observation, Beijing Youth Daily and Yangcheng Evening News, two newspapers in the north and the south, are outstanding in this respect. Their titles don't pay attention to deliberate confrontation and neatness, and they are also written in vernacular Chinese without careful carving, but at the sight of the titles, people feel particularly cordial and close, as if chatting with you. On the assembled version, with bold large fonts, a strong visual impact is formed. For example, Beijing Youth Daily has a report on the supply and demand of Beijing coal market and some problems of coal quality after winter. The editor made such an ordinary report with the title: "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 make up for the vacancy and beautify it. Reading the text along the title can stimulate readers' curiosity and attract their 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 to be close to readers, close to life and create vivid 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 ordinary people.

Diversification-the commercial ability contained in headline production

It's not difficult to make headlines. Anyone who has worked in journalism for several years can become bosom friends. But it is not easy to say that it is easy, because it is no less labor-saving than writing a good article to make a title that makes people shine at the moment and has endless aftertaste. Therefore, headline production requires high 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 the premise of making a title. 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 easily leads to inconsistent titles. The title that comes out like this is either one-sided, exaggerated or ambiguous, which will only mislead readers, let alone make it clear. The best way to avoid this kind of problem is to read the article several times. Only when the meaning of the report is thoroughly understood can the title reflect the content most appropriately and be 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. Simplicity 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. You can also learn from this method when making headlines, improve your generalization ability in analysis, comparison and identification, and make headlines relevant to the text, accurate and distinctive.

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 have a certain literary talent, 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 listening to 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 play them sentence by sentence, so that the title is "sincere, incisive, far-reaching and endless"; There are also titles like Chinese painting, which can be freehand brushwork, splash ink or meticulous brushwork, "set the image to the best of its meaning", "convey the spirit" and "write the spirit with form". Therefore, the editor's writing skills can be clearly seen in the title. To be a good editor, we need to constantly strengthen our literary literacy. At the same time, we should give full play to our imagination, think more, practice more and deliberate more. Only by continuous innovation can the title have a touching effect.

New, interesting and lively-inadvertently releasing spring scenery

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

Bright, vivid and 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 means that you feel immersive when you read it, 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 eye of news, we must take innovation as our responsibility. Sometimes in order to draw up a good news headline, it is often necessary to write one or twenty topics to choose the most innovative one. That's it, 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 good, but the title made by the author of the manuscript is very dull. How to jump out of the general conference 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 was in Ningbo yesterday (main) and the opening ceremony of international toys was unprecedented (deputy). 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 reveal the spring scenery of "there" intentionally or unintentionally. For example, a newspaper in the south published an article entitled "Why is this" ring "so uncomfortable". From the title, it is written that a woman is suffering 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 "fun". The author once read a report in Yangcheng Evening News with the headlines: "The boss changed his mind, the flight attendant changed his face" (main) and "Cathay Pacific flight attendants stopped smiling to protest the pay cut" (deputy). 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 fun, not playing for fun. We should oppose the practice of catering to the tastes of some readers with bizarre, vulgar and low-grade tastes.

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