Unit 7 Basic Copywriting

Unit 7: Basic Copywriting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Style 1: The News Story Inverted Pyramid Most Important Facts Supporting Facts Least Important Facts Facts in a news story are listed in order of importance. This was developed so stories could be edited from the bottom without changing the meaning of the story. Write with the 5Ws and H Who What When Where Why How

Good Lead Practically flying over Hilo High defense at mid-field, Nathan Lee made the final goal and led the Cardinals to a 4-3 home victory January 13, 2005. Poor Lead On Saturday afternoon, January 13 at 2:00, people filled the bleachers at St. Joseph School to see what they hoped would be an exciting soccer game. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experiment by leading off with the most important aspect of the event. Leads

Writing Leads… ,[object Object],[object Object],[object Object],[object Object],[object Object]

Types of Leads ,[object Object],After the first week it stopped being a matter of dollars and cents and became a matter of pounds and ounces. The drill team’s M & M sale dragged on for weeks as some girls ate up the profits and watched the needed creep up at weigh-in.

[object Object],Green, go fast. Yellow, go faster. Red, (darn) stop. It’s the corner of Ululani and Kinoole and there’s a game of traffic roulette going on. This bottleneck just outside the high school is a game of chance and you hardly ever get lucky. ,[object Object],“ It’s a simple matter of marketing, ladies and gentlemen,” the sales representative said. “You just have to create a need for Gummi worms and your fund-raising campaign is all set. It’s simple marketing.”

[object Object],Keeping the traditional bonfire burning past midnight on the night before homecoming wasn’t too breezy this year. High winds knocked over the fire and it fizzled by 10:30 p.m. ,[object Object],The room was filled with the usual before-class chatter and shuffling. And even though she sat in the middle of the activity, one girl was not part of any conversation. Having lived through countless wars and changes in government, Korean-born Su Kim found the language barrier she faced in her new home very frightening.

Writing with action and color ,[object Object],[object Object],[object Object],[object Object]

General dos and don’ts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Body ,[object Object],[object Object],[object Object],Example: In the soccer game, the body would report the effective and important plays that led to the team’s victory. It would also include comments from participants and reactions from spectators.

Style 2: The Feature Story ,[object Object],[object Object],Lead: tantalizes with an anecdote or teases with a hint of a story that is yet to unfold. Body and Conclusion: Explains what you bring to life in the lead. It brings the story back around in a circular motion by answering any questions and summarizing the ideas presented in the lead. NOTE: The inverted pyramid does not apply directly to the feature story. 5Ws and H are all answered early in the story, but editing cannot be done at the bottom.

Type of Feature Stories ,[object Object],[object Object],[object Object]

Captions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Watch out…she’s determined! Freshman Keiko Bostwick represents her group in a debate on why you should not have sex during the “Try Wait” presentation held on August 18, 2005. This tough “mama” easily defeated eighth grader Nick Gomes and his group.

Headlines ,[object Object],[object Object],[object Object]

Headline writing rules ,[object Object],Having to sneak on campus with rollers and leotards on kept Hi-Steppers humble Wrong Sneaking on campus wearing rollers, leotards keeps Hi-Steppers humble Right

Headline writing rules ,[object Object],The approved skip day is a treat for the seniors Wrong Sanctioned skip day is senior treat Right

Headline writing rules ,[object Object],Violin soloist goes for first place prize Wrong Violinist wins top solo prize Right

Headline writing rules ,[object Object],Exhibit features art by students and faculty Wrong Exhibit features student, faculty art Right

Headline writing rules ,[object Object],George Smith, Jan Jones win debate finals Wrong Smith, Jones team takes debate finals Right

Headline writing rules ,[object Object],FFA stock show, rodeo draws large audience Wrong FFA stock show, rodeo wrangles-up a crowd Right

Headline writing rules ,[object Object],Swim Team Wrong Aqua-mania swamps team; Swimmers bring home medals Right

Headline Punctuation ,[object Object],[object Object],[object Object]

The comma replaces “and” in a series… New dress code sports shorts, sundresses, tanks When a headline offers a separate thought, requiring a second sentence, use a semi-colon. Never use a period in a headline. Rush for prom frock; worry about date later

Use a colon to set off a list. Fads demand: three earrings, two watches, one sense of humor An exclamation point is used only when absolutely necessary. ,[object Object],[object Object],[object Object]

Proofreading and Editing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Who should proofread ,[object Object],[object Object],[object Object],[object Object],[object Object]

What to Know ,[object Object],[object Object],[object Object],[object Object]

Proofreader’s tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Unit 7 Basic Copywriting

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Unit 7 Basic Copywriting