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Unit 7: Basic Copywriting: Copies Help Tell The Story and Re-Kindle Memories. Copy Balances Layout Design

The document provides guidance on writing copy for yearbooks, including summaries of different styles (news story inverted pyramid, feature story), types of leads, headlines, captions, and proofreading. It outlines general rules for copywriting such as using active verbs and avoiding cliches. Story elements like the lead, body, and conclusion are defined. Styles of writing leads such as narrative, descriptive, and quotation are also described.

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Melinda Rafael
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59 views

Unit 7: Basic Copywriting: Copies Help Tell The Story and Re-Kindle Memories. Copy Balances Layout Design

The document provides guidance on writing copy for yearbooks, including summaries of different styles (news story inverted pyramid, feature story), types of leads, headlines, captions, and proofreading. It outlines general rules for copywriting such as using active verbs and avoiding cliches. Story elements like the lead, body, and conclusion are defined. Styles of writing leads such as narrative, descriptive, and quotation are also described.

Uploaded by

Melinda Rafael
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Unit 7: Basic Copywriting

Copies help tell the story and re-kindle memories. Copy balances layout design.
GENERAL RULES:
1. Stories are written in past tense. 2. Captions and headlines are written in past tense. 3. All copies should relate to students and define each activity as if its the only time it might happen. 4. Capture unique facts, ideas and emotions. 5. Describe the HOW and WHY.

Style 1: The News Story Inverted Pyramid


Most Important Facts
Supporting Facts Write with the Least 5Ws and H Who What When

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.

Where
Why How

Poor Lead

Leads

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. 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. Who What

When
Where Why How

Experiment by leading off with the most important aspect of the event.

Writing Leads
Choose between news or feature writing Ask yourself what is important or unique about the event. Make it exciting so your readers would want to read. Add humor, drama, seriousness, a narration.

Fit the mood of the story or event.

Types of Leads
Narrative: A form of a dialogue or story.

After the first week it stopped being a matter of dollars and cents and became a matter of pounds and ounces. The drill teams M & M sale dragged on for weeks as some girls ate up the profits and watched the needed creep up at weigh-in.

Descriptive: Using detail to recreate a scene or event.


Green, go fast. Yellow, go faster. Red, (darn) stop. Its the corner of Ululani and Kinoole and theres 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.

Quotation: Used sparingly, this lead showcases an outstanding direct quote which is strong enough to support the tone and theme of the story.
Its 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. Its simple marketing.

Summary: Puts the entire story in a nutshell.


Keeping the traditional bonfire burning past midnight on the night before homecoming wasnt too breezy this year. High winds knocked over the fire and it fizzled by 10:30 p.m.

Teaser: Direct reader through a series of partial clues about the story.
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


Active verbs, quotes and descriptive based on observation make a story flow.

Yearbook copy should INFORM, REMIND and LIVE.


Worn-out phrases such as student body, this year, hard work, determination, gave 100 percent, highlight of the year, under the direction of, lots of fun, and long hours should be replaced by original phrases. Edit out passive and boring verbs such as was, were, held, presented and variations of the verb to be.

General dos and donts


Write to express, not impress. Creativity is great, but be accurate. Rewrite. Never accept your first draft as finished copy. If you are having trouble with the lead, write the body first. Watch transition. Your story should flow logically.

Use descriptive words. Paint a picture. Remember your audience. Generally speaking, write in third person and in past tense. Spend time interviewing several people for your story.

The Body
Remaining paragraphs are called the body.
Quotes Facts

Example: In the soccer game, the body would report the effective and important plays that led to the teams victory. It would also include comments from participants and reactions from spectators.

Style 2: The Feature Story


Relies on facts and quotes to tell the story.

Primarily entertains and informs.

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


Personality sketch: Captures a persons unique actions or accomplishments through description, quotes and information gathered from other sources. Personal Experience: Written in first person and relates the action of an unusual experience, such as skydiving, canoeing or computer programming. News Feature: Based in a timely news event from your school or community. It works well as a straight story. Possible topics might include a new construction or exceptional standardized testing scores.

Captions
Three parts
Lead In (optional) Present tense of immediate action. Past tense of action happening after that is not seen in picture. Use active verbsNOT passive. Must answer the 5Ws and H

Watch outshes 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
A headline needs to draw the readers attention. A headline is not a label, but a lure into the story. A headline summarizes the story in a few, carefully-chosen words and makes the copy irresistible to the reader.

Headline writing rules


Write in present tense.
Wrong Having to sneak on campus with rollers and leotards on kept Hi-Steppers humble

Right Sneaking on campus wearing rollers, leotards keeps Hi-Steppers humble

Headline writing rules

Eliminate articles: a, an and the


Wrong The approved skip day is a treat for the seniors

Right Sanctioned skip day is senior treat

Headline writing rules

Dont split verbs at the end of a line.


Wrong Violin soloist goes for first place prize

Right Violinist wins top solo prize

Headline writing rules

Dont end a line with a preposition.


Wrong Exhibit features art by students and faculty

Right Exhibit features student, faculty art

Headline writing rules

Dont split names at the end of a line.


Wrong

George Smith, Jan Jones win debate finals

Right Smith, Jones team takes debate finals

Headline writing rules

Choose sparkling verbs.


Wrong FFA stock show, rodeo draws large audience

Right FFA stock show, rodeo wrangles-up a crowd

Headline writing rules

Dont write labels for the spread. Each headline should include a noun, verb and direct object.

Wrong Swim Team

Right Aqua-mania swamps team; Swimmers bring home medals

Headline Punctuation

Direct quotes = single quotation marks. Single quotation marks = used to save space. Comma, semi-colon and colon = used regularly

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 semicolon. 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.
Know these rules and use them. Maintain a sense of rhythm and an eye for good words. Use appropriate puns sparingly.

Proofreading and Editing


Why? To many opportunities to misspell a name, misplace a comma or miscommunicate altogether especially when working under deadline pressure. Careless copy could harm credibility of the yearbook and the staff. People take their names misspelled personally Doubts could arise about the accuracy of the whole story or book. Proofreading polishes the rough edges of clumsy grammar.

Who should proofread


Every writer should first carefully proofread his own story.

Beware of objectivity loss.


Hand your story over to another staff member for a second read-through.

Next send it to the section editor.


The second editor goes over all copy for his/her section and turns it in to the editor in chief (Ms. Sumida and/or editor), who will check it and submit it to the head proof reader (Sr. Marion and/or adviser).

What to Know
STYLE SHEET: establish a style sheet to specifying your staff rules concerning organization, punctuation, abbreviations and titles. Example:
Mr., Mrs., Miss or Ms. Capitalize homecoming or not?

Proofreaders tools
Dictionary
Thesaurus Staff style sheet Grammar book Student/faculty directory Telephone book

How to mark copy and proofs

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