Hybrid style – This style combines two or more words e.g. Edutainment (education + entertainment), Hindlish (Hindi+English). It can be applied to the hybridization of two languages also e.g. mediawalla.
FLS style – First letter similar style e.g produce and perish.
RF style – Related to field style. The word is related to the field of news item e.g. Oxymoron style – It includes two opposite words e.g. a love and hate relationship.
SMS style – It reduces the word to maximum possible limit while keeping its meaning and comprehensibility intact SA for South Africa and LA for Los Angeles, Pbi for Punjabi.
power reforms switched off, rain wash away Delhi's infrastructure.
Transliteration style – Kya pappu paas ho jaayega? (will pappu pass the exam)
Spelling play style – This style changes the spelling of a word e.g. phoren for Foreign, Fone for Phone, iskool for school etc.
Word import style – Unrelated words from some other areas are used in this style e.g. Truth is the first casualty in war.
Rhymic style – Rhyme is used in writing the sentences e.g. War hungry Bush, how many kids have you killed today? And news hungry press, how many lies have you told, each day?.
Exaggeration style - To blow something out of proportion, e.g. i am waiting for you since ages. 'hell broke loose' etc.
Multiple language style - To insert many languages in a single sentence, e.g. i want to love that must punjabi kudi.
Examples o creative writing:
Hybrid style
· Finmin (finance ministry) fully appreciates RBI's role in Re tone-up.
· Pop-con lobby behind skewed sex ratio: experts
· Sheila promises action against discoms (distributing companies).
· DERC has a shock in store for discoms.
· Finmin not hot on banks selling stamp papers.
- FLS style (first letter similar style)
· British sailors to sell their stories.
· Rampuri chaku is losing sheen and sharpness.
· CT scan center sans amenities.
· When in rome, plan roaming.
· Money & Mani did us in, says Kalmadi
· Repairing or ruining heritage?
· Breather for borrowers.
· another annihilation by Australia
· produce and perish.
- RF style (Related to same field style)-
· Vikrant tyre hopes to bounce back into Black –
· Auto suppliers face a bumpy road.
· No change of tracks in blame game over Rajdhani tragedy –
· The pilots of the plane who made a wrong landing was grounded
· Administrative apathy doesn't have a cure –
· Twinke has little star –
· The "Unwilling" residents of city beautiful-Login Tribune
· Lions in the voting list –
· "Taxi drivers to go into overdrive
· A riot is just a stone's thrown away in Gujrat,
· Reviving up Reva
· Reopening qutab will be a tall task.
· Not a sweet success for UP sugarcane talks.
· Power reforms short circuited.
· India's heath card reads poor.
· Mango dreams turn sour.
· FIFA wants govt. to play ball.
· India may reap better harvest at WHO.
· Isuzu, Munjal talks four wheeler foray.
· Contractual sanisation up in smoke.
· UP for grabs
· It's raining jobs for agri professsionals.
· MP held for trying to smuggle out 'wife'
· General insurance for Pakistan.
· Dalit women shoot their way to fame.
· Jet shareholders' spirits fail to take off.
· BMW drives into Chandigarh.
· Nestle brews $5.5-b deal.
· Insurance cos feel the heat of climate change
· Arun's dad adds fireworks to the wedding.
· Pvt. hospitals love the knife.
· Dress rehearsal for democracy.
· Iraqi militants groups gun for Prince Harry.
· Govt washes hands of new yamuna plan.
· Realty bites: loans for 2nd home may cost more.
· All up in the air, safety compromised by Air-India, Indian.
· Golden comeback
· 'Out of the world' experience for Goyal.
· Minister faces music for 'indecent' dance.
· Parallel connection.
· Taking flight
· For Vatika, it's silk & shine with 8.9% growth.
· Sugar cos sweeten deal with ethanol supply offer.
· Oiling wheels for smooth take off.
· UK tries to 'sabotage' BAE probe.
· French toast.
· Khaleda Zia yet to get visa power.
· Merger in sky, low cost carriers see gain.
· BJP to pick holes in govt. work.
· Tigers roar into world cup finals.
· Now army 'eyes' night vision devices.
· Kings-ton charge.
· Hawking anticipates 'bliss in the air'.
· Smooth sailing in deep waters.
· Honda motor's Q4 profit skids 19.7%.
· Capital deluge – Its waterloo.
· Cancer is not the only battle that the 1 patients admitted in Lonayaka Jayaprakash Narayan hospital's oncology department have been fighting.
· For anatomy Tamil tigers change stripes-
· India needs to know "The Inconvenient Truth" of global warming.
· Quantum leap by Indian Scientists.
· The United Airlines says it's in danger of heading to an undesirable new destination: Bankruptcy court.
· The center's efforts to privatize the four metro airports seem to be stuck on the tarmac.
· "Air India took the passengers for a ride"
· The power minister has been switched off.
· He is instrumental in making music
· Delhi is the crime capital too –
· Rain wash away Delhi's infrastructure –
· Incessant rains washed out all memories of drought.
- Oxymoron style (two opposite words)
· Communication technologies have flooded one half of the globe and the other half is reeling under the severe information drought.
· IT should supplement not suppress the traditional knowledge.
· A nightmare for Bombay Dreams –
· the information highway reached the village where there is no highway.
· Army jawans save life in the death too
· Saeed Mirza is ready to shoot…………….for peace-
· Back to the future.
· Make or break test for mulayam today.
· Frugal life, lavish funeral
· True lies
· Testing times for tests.
· Back to future for chipmakers.
· Kissa kiss ka, from Norma to Shilpa.
· Political party campaigns for rights of the living dead.
· No surprise will be a surprise
- Spelling play style (spelling or language change)
· Don't editorialise your story.
· Election commission discovers female 'voticide' in Uttar Pradesh
· Campus suicides: IITans take filmy route
· Election mantra.
· Over yadavisation agitating popular mind.
· Politics without Begums
· Shaadi number one
· Talibanisation of Islamabad?
· NCERT's new mantra : politics in classroom.
· Kya pappu pass ho jayega?
· Low marx for UPA: Unless there is course correction.
- SMS style (short form of words)
· Mercury may come down-Met dept
· India watches B'desh's 'minus two' formula.
· Doc in dock for false postmortem report
· Rlys to scan PF accounts.
· india may step into int'l future markets for wheat.
· DRDO seeks 400 p.c. hike.
· Luxury unlimited for J'khand ministers.
· Reality bug bites JM Fin
· Doc-chemist nexus claims patient's life.
· LeT men let off for Rs 10 lac
· BJP leader held for swindling Rs 70L
· India inc may post slower growth in Q4
· Auto cos plan big imports as roads widen for super bikes.
· India inc cool to retention strategy for elderly.
· RBI keeps lid on India Inc's foreign loans
· Reliance to set up 4 more retail stores in R'sthan.
· New age sectors turning gurukuls
· Indian hari is the mane attraction.
· Role of pvt. sector in agriculture underlined.
· Dollar tap open for India Inc.
· Arrests made by Gujarat cops in connection with Nov. 05 killing.
· BJP corporator jailed in GZB.
· India owes NY $1m in taxes.
· PMO tightlipped over appointment of foreign secy.
· Right to info: sangrur officer in the dock.
· Boards, corpns, not to be closed down: virbhadra
· More and more people are diagnosed with the C-(cancer) word.
- Word import style (usage of different word)
· Clash of titans.
· The growth of per capita income is a barometer of success.
· Ganga changes course, turns battlefield.
· Success is directly proportional to the level of information.
· The Newtonian approach has unleashed violence in Gujrat.
· The political experience of Abdul Kalam Azad skyrocketed after becoming President. 3
· A large section of the media is insulated from the information explosion.
· You must scan at least two or three newspapers a day.
· The villagers are in the driving seat of the information technology and rural development project.
· The corruption is spreading like a contagious disease.
· Uttaranchal wants to emerge on India's electricity powerhouse in the next few years. However, a scam worth 330 crores may short circuit those ambitions. 3
· Cola war enters the space age
· Love to hate 4
· Kendriya bhandar has drawn up a blueprint for growth.
· To UTI with Love : Rs 15000 crore.
· bullets pierce poll campaign in J&K
· Three more ministers under lokpal's scanner –
· The war of attrition between Ajit Singh and Chautala reached a crescendo with each issuing a statement against the other –
· Gujarat: New trials in the political lab. Gujrat has been a political laboratory for the RSS parivar testing different winning formulas based on religious schism
· India is a guinea pig to medicine
· Indians finish fastest in bed.
· Khaleda accepts exile, buys freedom for sons
· Indians are quickest on the job.-sex survey
· Mobile phones to spoil's ipod party.
· "Super thief" lands in Delhi Police net.
· Katara's human cargo
· A criminal called MP
· Gates foundation changes pharma landscape.
· Poverty of sports
· Have judges crossed LOC?
· India, pak have vision deficit.
· Cold war may come in a limited edition.
· Jet to fly Air Sahara in debt-free zone. 3
· Gen Y leaders to be more intuitive.
· Liz goes ballistic, slams in laws.
· Katara not only one in BJP hall of shame.
· This happens only in India.
· Cashing in on gandhigiri 5
· Rising rupee spoils party of gold investors
· Another 'first' for AIIMS.
· Every drop is a luxury here.
· It's not as easy as 123.
· Business from dead.
· Biggest bird gets a date with city.
· Mind your language.
· Indian air passengers have to grapple with dodos like air india.
· Can South Africa tame rampant Australia?
· Don't write off SA.
· Govt. auctioned the jobs : HPCC secy
· Party to raise the tempo of campaign against Sheila govt.
· Citibank, HSBC under MRTPC lens.
- Rhymic
· Azad may have to import governance. 7"Tomato blight, growers' plight" 8
· The rage of age, Brian storm blows over.8
· Faltu fuss over buss 8
· Katara effect: govt. to amend emigration act 8
Conclusion -
Political news continued to dominate the creative headlines too whereas agriculture news' share was negligible. The newspapers having biggest circulations were frontrunner in creative headlines too. All newspapers under study accord a decent, easily recognisable and high OTS (opportunity to see) status to such headlines on most important pages. Sixty percent headlines occupy the space in upper half pages in newspapers which shows the importance given to them. Creative headlines don't have any affinity with weekdays. Maximum language creativity in headlines has been shown by reporters and correspondents. There is a definite relationship between the brevity and creativity. Most headlines show creativity by using one or two words. "Short form of word" style is most common style of headline creativity and rhymic style is rare. It again proves that conciseness is directly proportional to the creativity.
Endnotes:-
[1] Faculty, Department of advertising management & public relations Guru Jambheshwar University Hisar-125001-India, umesharya1973@gmail.com, www.umesharya.blogspot.com , 09416346589
[1] http://www.worldofquotes.com/topic/Creativity/index.html accessed on 21 May, 2007
[2] http://www.worldofquotes.com/author/Edward-De-Bono/1/index.html accessed on 26 May, 2007
[3] http://www.worldofquotes.com/topic/Creativity/index.html accessed on 26 May, 2007
[4] http://en.wikipedia.org/wiki/Creativity accessed on 26 May, 2007
[5] en.wikipedia.org/wiki/Innovation accessed on 26 May, 2007
[6] http://itre.cis.upenn.edu/~myl/languagelog/archives/2006_07.html accessed on 23 May, 2007
[7] Mann R. Merlin, "Headlines" available on http://www.notrain- nogain.org/train/res/copyd/man.asp accessed on 26 May, 2007
[8] http://copyfight.corante.com/archives/002654.html accessed on 26 May, 2007
[9] http://www.strategicmarketingmontreal.ca/2007/02/searching-online- newspaper- headlines.html accessed on 27 May, 2007
References:
- Carl Sessions Stepp (1993), excerpt from videotape ,"National Rural Electric Cooperative Association", Washington DC, March 1993.
2. Howell quoted by Cooper Brian (1997), "Creative headlines are this editor's hallmark" available at http://www.asne.org/kiosk/editor/97.julyaug/cooper1.htm accessed on 26 May, 2007
3. Kamath M.V. (1968), "The Journalist's Handbook", (USB publishers, distributors,1968), 68.
4. Khandwalla Pradeep quoted by Kamath M.V. (1968), "The Journalist's Handbook", (USB publishers, distributors,1968), 68.
- Mann R. Merlin, "Headlines" available on http://www.notrain-nogain.org/train/res/copyd/man.asp accessed on 26 May, 2007
6. Melivn Mencher (1999), Basic News Writing, (Universal Book Stall, 1999), 170
- Mrigesh Manik (1999), "Samachar patron ki bhasha" (Vani publications, 1999) 22-34.
8. Perfetti (1987), quoted in "Language Log" available at http://itre.cis.upenn.edu/~myl/languagelog/archives/003353.html accessed on 12 May 2007.
- Yopp Johnson Jan, Adams C. Katherine (1999), "Reaching Audience, a Guide to Media Writing" (Allyn & Bacon, 1999),119-125.
