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Business Writing: English for the news
Pfiffige Nachrichten verfassen

Eine clevere Headline bewirkt, dass der Leser beim Artikel verweilt und gerne weiterliest. Darum geht es beim journalistischen Schreiben - egal ob es sich um die Überschrift einer Nachricht, einen E-Mail-Betreff oder um einen Forumspost handelt. Um das zu erreichen, gibt es einige Tricks, die gute Texter anwenden, und bestimmte Wörter, die Signalwirkung haben. Wir verraten Ihnen die Geheimnisse des kreativen Schreibens auf Englisch.

KISS

Keep It Short and Simple: a golden rule for anyone who has ever worked in advertising, this applies to headline-writing too. Some headlines make little sense until you work on them:

"Debunked birth claims dog Obama"

but who has the time to work to decipher a line? At first, a reader might assume it was something to do with the Obamas' pet dog, but the noun "dog" can also be used as a verb meaning "to cause trouble" or "to follow closely". The example above was the headline for an article about a minor controversy in the US about whether Barack Obama was born in the US (only "natural born" citizens - those born on US territory - can be elected President, according to the US constitution). "Debunked" means "to show that something is wrong or false", so the headline in "plain" English could read: "Obama followed by wrongful birth claims" but it wouldn't have the same ring!

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