Teaser Tips
The teaser attracts by arousing curiosity in the reader. This wordplay can be challenging and fun.
June 30, 2009
Copywriting
Photo By Zoe Yim
Looking for Inspiration
Magazines are a major source of inspiration for designers. It takes weeks of practice for students to learn how to scour the pages for an element and use it in an entirely different manner for a unique design. Here, two yearbook students at Rancho Cucamonga High School, Rancho Cucamonga, Calif., explain how they searched for design elements and how they used them in spreads.
June 30, 2009
Developing the Nugget
Do not settle for the first draft. The best stories evolve from the search for the right angle and fearless rewriting. The article, Swapping Fool’s Gold for Real Gold , in the Spring 2004 issue of Idea File, Volume 14, issue 3, discussed getting writers to find the most interesting aspect of the story they are covering – known as the nugget. It’s the nugget that makes the story about the same topic unique from year to year.
June 30, 2009
List of stock questions for writers after they have presented their first draft
List of stock questions for writers after
they have presented their first draft
June 30, 2009
Revision
Rewriting is the secret to good writing. Embrace it, and you will produce final drafts of interest. Reject it, and you will limit your writing to mediocrity.
When rewriting, read the story aloud so you can hear the tone and inflection of your work. Awkward working usually screams at you during this recital. It’s also good to have a friend read your story. Don’t hesitate to obtain objective opinions.
June 16, 2009
How to develop yearbook body copy
Before you begin to write, read over your interview notes and gather related terms and important information. Listing and clustering start the juices flowing; they put you in the writing mode.
June 15, 2009
Copywriting
Writing captions with flair
The old saying goes, “A picture is worth a thousand words.” However, without a caption, readers may get a thousand different messages from a picture-and all of those messages may be wrong.
June 15, 2009
Best topping for a good story
Story leads work much like ice cream toppings. They draw attention to the subject, making it more attractive, imparting a distinct “flavor” or “personality.”
Leads can inspire. They can question. They can shock, tickle, tease or entertain. But what is their ultimate purpose? Working together with headlines, designs and photographs, leads invite readers to come inside, kick off their shoes and stay for awhile. Good leads should not just grab attention; they should also harmonize with the tone or attitude of the copy. Even the cleverest lead, however, cannot salvage a poorly written story. A punchy lead followed by a boring story is a letdown. Instead, that same lead should pull the reader into a fabulous story that deserves to be read. All of the elements need to function together to make a meaningful presentation.
June 12, 2009
Captions extend visuals
Talking with students about the 5 Ws and 1 H used to mean that the news lead most certainly was the topic at hand. No longer. Talking about the who, what, when, where, why and how could also mean you’re discussing the writing of in-depth captions for your yearbook.
June 12, 2009
Copywriting
Understanding Signatures
Yearbooks are made up of 16-page signatures, always beginning with a right-hand page and ending with a left-hand page. In the printing process, a signature is a large sheet of paper on which eight pages (a flat) are printed on each side. After both sides have been printed, the sheet is folded and cut so the pages are in book form.
May 27, 2009
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