Unit 11 The Headline

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Unit 11 The Headline

  1. 1. <ul><li>Purpose of headlines </li></ul><ul><ul><li>Lure the reader away from the pictures long enough to enjoy the story. </li></ul></ul>
  2. 2. <ul><li>Write in present tense </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>Having to sneak on campus with rollers and leotards on kept Hi-Steppers humble </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>Sneaking on campus wearing rollers, leotards keeps Hi-Steppers humble </li></ul></ul>
  3. 3. <ul><li>Eliminate articles: a, an and the. </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>The approved skip day is a treat for the seniors </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>Sanctioned skip day is senior treat </li></ul></ul>
  4. 4. <ul><li>Don’t split verbs at the end of a line. </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>Violin soloist goes for first place prize </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>Violinist wins top solo prize </li></ul></ul>
  5. 5. <ul><li>Don’t end a line with a preposition. </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>Exhibit features art by students and faculty </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>Exhibit features student, faculty art </li></ul></ul>
  6. 6. <ul><li>Don’t split names at the end of a line. </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>George Smith, Jan </li></ul></ul><ul><ul><li>Jones win debate finals </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>Smith, Jones team </li></ul></ul><ul><ul><li>takes debate finals </li></ul></ul>
  7. 7. <ul><li>Choose sparkling verbs. </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>FFA stock show, rodeo draws large audience </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>FFA stock show, rodeo wrangles-up a crowd </li></ul></ul>
  8. 8. <ul><li>Don’t write labels for the spread. Each headline should include a noun, verb and direct object. </li></ul><ul><ul><li>Wrong: </li></ul></ul><ul><ul><li>Swim Team </li></ul></ul><ul><ul><li>Right: </li></ul></ul><ul><ul><li>Aqua-mania swamps team; </li></ul></ul><ul><ul><li>Swimmers bring home medals </li></ul></ul>
  9. 9. <ul><li>If you use a direct quote in a headline, always punctuate it with single quotation marks. </li></ul><ul><ul><li>Used in headlines to save space since it’s thinner than the double quote mark. </li></ul></ul>
  10. 10. <ul><li>The comma, semi-colon and colon are the only other punctuation marks regularly used in headlines. </li></ul><ul><ul><li>The comma replaces “and” in a series. </li></ul></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>New dress code sports </li></ul></ul><ul><ul><li>shorts, sundresses, tanks </li></ul></ul>
  11. 11. <ul><li>When a headline offers a separate thought, requiring a second sentence, use a semi-colon. </li></ul><ul><li>Never use a period in a headline. </li></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>Rush for prom frock; </li></ul></ul><ul><ul><li>worry about date later </li></ul></ul>
  12. 12. <ul><li>Use a colon to set off a list. </li></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>Fads demand: </li></ul></ul><ul><ul><li>three earrings, </li></ul></ul><ul><ul><li>two watches, </li></ul></ul><ul><ul><li>one sense of humor </li></ul></ul>
  13. 13. <ul><li>An exclamation point is used only when absolutely necessary </li></ul>
  14. 14. <ul><li>Place the headline adjacent to the body copy (either on top or to the left) </li></ul><ul><li>Need for visual coordination is required. </li></ul><ul><li>Should fit within the column structure of the layout. </li></ul><ul><li>Common point sizes (18, 24, 30, 36, 42, 48, 54 and 60. </li></ul>
  15. 15. <ul><li>Caps and lower case: commonly used in magazines and newspapers. </li></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>Tennis Doubles Show </li></ul></ul><ul><ul><li>Order on the Court </li></ul></ul>
  16. 16. <ul><li>Sentence Style: known as downstyle, set like a sentence with no period. </li></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>Tennis doubles show order on the court </li></ul></ul>
  17. 17. <ul><li>All caps: Set all capital letters. </li></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>TENNIS DOUBLES SHOW </li></ul></ul><ul><ul><li>ORDER ON THE COURT </li></ul></ul>
  18. 18. <ul><li>All lowercase: Set all lowercase </li></ul><ul><ul><li>Sample </li></ul></ul><ul><ul><li>tennis doubles show </li></ul></ul><ul><ul><li>order on the court </li></ul></ul>
  19. 19. <ul><li>Primary: larger and carries the story’s main message. </li></ul><ul><li>Secondary: smaller type and expands on the information in the primary headline. </li></ul><ul><li>Kicker: a secondary headline providing additional information. Always placed above the primary. </li></ul>
  20. 20. <ul><li>Hammer: a short primary, set in a large type size and placed above the secondary. </li></ul><ul><li>Tripod: combination of primary and secondary where building blocks support each other both visually and logically. Secondary usually placed to the left of the primary to form the tripod unit. </li></ul>
  21. 21. <ul><li>Wicket: has a three-decked secondary headline reading into the primary headline. Good place to use a quote. </li></ul><ul><li>Extended headline: also used as a secondary headline that reads into the primary. Without the limit of three decks. </li></ul>
  22. 22. <ul><li>Spread headline: has an unusually large amount of space between each letter. Short headlines. Each letter spread an equal distance. </li></ul><ul><li>Screened letters: effective when you design with large type. Larger than 60 points to reduce overpowering. </li></ul>
  23. 23. <ul><li>Artwork: when used subtly, makes a difference in an otherwise average layout. </li></ul><ul><li>Internal heads: are used within a large block of copy to break up the grey area. Briefly explain the paragraphs they precede. </li></ul><ul><li>Jump head: if a story runs too long for a page and continues onto another, a jump head signals the beginning of the continuation. Either a word from the original headline or a condensed version of the headline expressing the same meaning. </li></ul>

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