Journalism is literature in a hurry. Speed is the most important element in news reporting. Speed determines your time to write report in full, check it for accuracy and rewrite it. Jargons become indispensable in such situations. So it may be useful to acquaint us with some of the jargons used in a newspaper office to know better what is being said. The terms in common usage are:
Ad: Advertisement.
Add: Copy to be added to a story already written.
Advance: A preliminary story concerning a future event.
Alive or live: A live story is one on which a reporter is working and that will be used.
A.M: Morning paper.
Angle: The aspect emphasized in a story.
Art: All newspaper illustrations.
Assignment: Reporter’s task.
Banner: A page-wide headline (also called ‘streamer’)
Barline: A one-line headline.
Beat: The reporter’s regular run e.g. Parliament, police etc.
Blind interview: Interview that does not give the name of the person interviewed.
Blurb: A preliminary paragraph set up distinctively to introduce a feature or news story.
Body: The main part of a news story after the lead. Sometimes called the development.
Body type: Small type in which most of the paper is set.
Boil: Boiling is more drastic than trimming. It implies close paring of all sentences and the sacrifice of minor facts. Length of the story s substantially reduced.
Box: An enclosure of line rules or borders.
Breaking news: Unexpected, unplanned occurrences, for example, a plane crash. A story that should be covered quickly and without any advance preparations.
By-line: The author’s name at the start of a story.
C. and L.C. or clc: capital and lowercase letters.
Canned copy: Publicity Material.
Caption/Cutline: Explanatory lines describing a picture or illustration, usually under the picture.
Dateline: Line at the beginning of the story that includes both date and place.
Deadline: The time all copy must be completed in order to make an edition.
Deck: Part of a multi-line headline.
Desk: Copy desk.
Double truck: Two adjoining pages made as one.
Dummy: Diagram of a page for use in making up a page.
Ear: Small box in the upper corner of the nameplate.
Edition: A specific version of one issue of a newspaper as “dak edition”, “city edition”, “late city edition”.
Editorialise: To include opinion of the writer in copy.
Embargo: A restriction, such as the precise date and time, placed on the release of news.
Filler: Short news or informational items used to fill small spaces in a page.
Flag: Name of paper appearing on first page.
Flash: A short message briefly summarizing a news event or the first information of any story.
Follow up: story giving later development of an event already written.
Follow copy: Instructions on copy to set story or word exactly as written, used often to indicate that word is purposely misspelled or that spelling is unorthodox.
Fotog: Short for photographer.
Fourth estate: The press, the term given by Edmund Burkee.
Future book: An editor’s calendar of future meetings, programs and news events that must be covered. Editors keep a future book as one means of managing the coverage of the news.
Head: Short for “headline”.
Headline schedule: All of the headline combinations used by a newspaper.
Hold for release: instructions to hold a copy until editor orders it printed.
Insert: Copy that is to be inserted in a story already sent to the compositor.
Jump: To continue a story from one page to another.
Jump head: Headline above a continued story.
Jump lines: Lines such as “continued on page 6” or “continued from page 1” to identify a continued story.
Human interest: An essential element of the news, recognition of the fact that people are interested in what other people do. Especially strong human-interests elements are love, children, success and misfortune, pets and animals.
Kill: To delete a story.
Layout: 1. Diagram of page showing where stories and ads are to be placed; 2. Arrangement of pictures on picture page.
L.C. or lc: Lowercase type.
Lead: The first paragraph of a news story also called “intro”.
Legman: A reporter who covers news but does not write it to save time for the job of reporting. The legman hands over the writing stuff to someone else. Legmen phone their stories in to the rewrite desk.
Library: Newspaper morgue or files or clippings, photographs, prepared obituaries, biographies, etc.
Localize: To localize the local angle in the story.
Log: City editor’s assignment book.
Make-over: Rearrangement of stories on page to provide for new copy or to change the position of stories.
Makeup: Arrangement stories, pictures, ads, etc., on a page.
More: Used at end of a page of copy to indicate story is continued on another page.
Must: Instructions that the story must be used on that day without fail.
Newsprint: A soft paper made from wood pulp and used in printing newspapers.
News peg: The significant or interesting point on which a reporter hangs a story.
News hole: The number of columns of space available for news in a newspaper. The space not devoted to advertising.
Obit: Obituary.
Op-Ed: Page opposite the editorial page featuring comment, cartoons and other editorial matter.
Ombudsman: A reader’s representative who serves as a short of middleman between the newspaper staff and the public.
P.M: Afternoon paper.
Page brightener: Light and generally humorous features, mostly short, that lighten and brighten the news.
Pica: A printer’s measurement. One Pica is one-sixth of an inch.
Point: A printer’s measurement. Type size—the heights of the face of a letter—is measured in points. There are 72 points to the inch. A 36-point typeface—display or headline type—is half and inch in height.
Policy story: A story directly or indirectly showing the newspaper’s stand on an issue.
Proof: An outline of set type used in correcting errors.
Proof-reader: Person who reads proof to correct errors.
Query: Questions on an event sent by a correspondent to a paper or by a paper to a correspondent.
Queue: Order of priority in scheduling; each schedule is known as “queue”.
Quote: Quotation.
Release: Instructions on the time to publish a story, as “release after 3 pm Feb.6.”
Run: A press run (edition).
Run over: Part of a story that is continued on another page.
Sacred cow: News or promotional material that the publisher or editor demands to be printed in a special manner.
Schedule: List of assignments.
Scoop: An exclusive story.
Slant: Emphasis or bias. The direction given to a story. A story directed to a certain segment of a newspaper’s readership is said to be slanted for those readers. For example, a story may be slanted to teen-age readers.
Slot man: Copy desk chief.
Slug: A one-word or two-word identification for a news story, typed at the top of each page of the story.
Squib: A brief story.
Stet: To restore text of copy that has been marked out.
String: Newspaper clippings pasted together.
Subhead: Small, one-line headline.
Suspended interest: A type of news story in which the main point or outcome is withheld until the end of the story rather than being summarised at the beginning.
Spot news: Breaking news.
Stringer: Someone who reports or writes for a newspaper on a production basis, that is, paid for what is published rather than as a full, time, salaried staff member.
Style: Conventions or accepted usage regarding punctuation, capitalisation, abbreviations, use of names and titles and other features of written language.
Stylebook: A written guide to newspaper or wire services preferences in matters of style.
Take: A section of a running story.
Thirty: The end of a story. Numeral usually used. Write thirty or 30.
Tie-back: That part of the story which gives past events to remind the readers or to give background for the latest developments.
Trim: Reduce length of a story.
U.C. and L.C: Uppercase and lowercase type.
Wire: Press associations, the UNI, the PTI etc. Wire copy is the copy supplied by the press associations.
Yellow Journalism: A term used to describe vulgar, unpleasant and sensational news coverage. Practiced in early 1900s in America. Journalism that exploits, distorts, exaggerates and sensationalizes.
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Friday, January 9, 2009
Important Terms in Advertising
1. Above-the-line cost: A budgeted expenses in television production (e.g., producers, directors, cast, script etc.).
2. Account: A general term for the business relationship existing between an advertising agency and its clients. A client of an advertising agency.
3. Account conflict: The opposing interests that occur when an advertising agency accepts competing clients.
4. Account executive: An executive responsible co-coordinating an account.
5. AD: Art director or Assistant director.
6. Ad: Advertisement.
7. Ad copy: The portions of an advertisement, commercial, or promotional piece.
8. Adman: A person working in the advertising industry.
9. Below the line cost: Cost that is not included in above-the-line items (e.g. props, transportation, set construction etc.)
10. Brand: A graphic symbol, trade name, or combination of both that distinguishes a product or service of one seller from those of others.
11. Brand name: A word or group of words, usually trademarked, that identify a product or service.
12. Brand image: The pattern of feelings, associations, and ideas held by the public generally in regard to a specific brand. It is also called Brand Personality.
13. Promotion: An effort, usually temporary, to create interests in the purchase of a product or service by offering extra values; includes temporary discounts, allowances, premium offers, coupons, contests etc.
14. Positioning: It is strategic placement of products, ideas, services in the market to create a distinct brand image in the same segment.
15. Segment: A market segment consists of a group of customers who share a similar set of wants.
Example: A car company might say that it would target young, middle-income car buyers. The problem is that the young, middle-income buyers will differ about what they want in a car. Some will want a low-cost car and others will want an expensive car. Young, middle-income car buyers is a sector. Young, middle –income car buyers who want a low-cost car is a segment.
16. Sponsor: Generally, an advertiser that pays for broadcast time. An advertiser that purchases an entire program.
17. Sponsored program: A TV or Radio program paid for by one or more advertisers, as opposed to a sustaining program.
18. Sustaining program: A TV or radio program supported by a commercial station or networks, without sponsorship by an advertiser, usually scheduled in the public interests.
19. Target Market: A target market is the market segment to which a particular product is marketed.
20. Marketing: The business activities that affect the distribution and sales of goods and services from producer to consumer; including product or service development, pricing, packaging, advertising, merchandising, and distribution.
21. Brand loyalty: The consistent purchase and use of a specific product by a consumer over a period of time.
22. USP: The original and unique benefit claimed for an advertised product or service.
23. Slogan: A sentence or phrase used consistently in advertising to identify an advertiser’s product or services.
24. Logo: A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the name of a trademark.
25. Propaganda: A communication intended to influence, belief and action, whether true or false information is contained in such communication. Ex: Every God-fearing/God-believing person should support us to free the J&K from the oppressions of the Govt. of India.
26. Publicity: Information regarding a person, corporation, product etc. released for non-paid use by the mass media; often disguised as news.
2. Account: A general term for the business relationship existing between an advertising agency and its clients. A client of an advertising agency.
3. Account conflict: The opposing interests that occur when an advertising agency accepts competing clients.
4. Account executive: An executive responsible co-coordinating an account.
5. AD: Art director or Assistant director.
6. Ad: Advertisement.
7. Ad copy: The portions of an advertisement, commercial, or promotional piece.
8. Adman: A person working in the advertising industry.
9. Below the line cost: Cost that is not included in above-the-line items (e.g. props, transportation, set construction etc.)
10. Brand: A graphic symbol, trade name, or combination of both that distinguishes a product or service of one seller from those of others.
11. Brand name: A word or group of words, usually trademarked, that identify a product or service.
12. Brand image: The pattern of feelings, associations, and ideas held by the public generally in regard to a specific brand. It is also called Brand Personality.
13. Promotion: An effort, usually temporary, to create interests in the purchase of a product or service by offering extra values; includes temporary discounts, allowances, premium offers, coupons, contests etc.
14. Positioning: It is strategic placement of products, ideas, services in the market to create a distinct brand image in the same segment.
15. Segment: A market segment consists of a group of customers who share a similar set of wants.
Example: A car company might say that it would target young, middle-income car buyers. The problem is that the young, middle-income buyers will differ about what they want in a car. Some will want a low-cost car and others will want an expensive car. Young, middle-income car buyers is a sector. Young, middle –income car buyers who want a low-cost car is a segment.
16. Sponsor: Generally, an advertiser that pays for broadcast time. An advertiser that purchases an entire program.
17. Sponsored program: A TV or Radio program paid for by one or more advertisers, as opposed to a sustaining program.
18. Sustaining program: A TV or radio program supported by a commercial station or networks, without sponsorship by an advertiser, usually scheduled in the public interests.
19. Target Market: A target market is the market segment to which a particular product is marketed.
20. Marketing: The business activities that affect the distribution and sales of goods and services from producer to consumer; including product or service development, pricing, packaging, advertising, merchandising, and distribution.
21. Brand loyalty: The consistent purchase and use of a specific product by a consumer over a period of time.
22. USP: The original and unique benefit claimed for an advertised product or service.
23. Slogan: A sentence or phrase used consistently in advertising to identify an advertiser’s product or services.
24. Logo: A brand name, publication title, or the like, presented in a special lettering style or typeface and used in the name of a trademark.
25. Propaganda: A communication intended to influence, belief and action, whether true or false information is contained in such communication. Ex: Every God-fearing/God-believing person should support us to free the J&K from the oppressions of the Govt. of India.
26. Publicity: Information regarding a person, corporation, product etc. released for non-paid use by the mass media; often disguised as news.
Maslow's Hierarchy of Needs and Advertising
Abraham (Harold) Maslow (April 1, 1908 – June 8, 1970) was an American psychologist. He is mostly noted today for his proposal of a hierarchy of human needs and is considered the father of humanistic psychology.
Maslow postulated that needs are arranged in a hierarchy in terms of their potency. The lower the need is in the pyramid, the more powerful it is. The higher the need is in the pyramid, the weaker it is.
1. Physiological needs: The base of the pyramid is formed by the physiological needs.
The physiological needs of the organism take first precedence. These consist mainly of:
Excretion
Eating
Sex
Drinking
Sleeping
Shelter
Warmth
If some needs are not fulfilled, a human's physiological needs take the highest priority. Physiological needs can control thoughts and behaviors, and can cause people to feel sickness, pain, and discomfort.
2. Safety Needs: With his physical needs relatively satisfied, the individual's safety needs take over and dominate his behavior. These needs have to do with man's yearning for a predictable, orderly world in which injustice and inconsistency are under control. In the world of work, these safety needs manifest themselves in such things as:
Personal security from crime
Security against company lay-offs
Health and well-being
Safety net against accidents/illness and the adverse impacts
3. Love/Belonging/Social needs:
After physiological and safety needs are fulfilled, the third layer of human needs is social. This psychological aspect of Maslow's hierarchy involves emotionally-based relationships in general, such as:
friendship
sexual intimacy
having a supportive and communicative Family
Humans need to feel a sense of belonging and acceptance, whether it comes from a large social group (such as clubs, office culture, religious groups, professional organizations, sports teams, gangs) or small social connections (family members, intimate partners, mentors, close colleagues, confidants). They need to love and be loved (sexually and non-sexually) by others.
4. Esteem needs: All humans have a need to be respected, to have self-esteem, self-respect, and to respect others. People need to engage themselves to gain recognition and have an activity or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. Imbalances at this level can result in low self-esteem, inferiority complexes.
5. Cognitive needs: Maslow believed that humans have the need to increase their intelligence and thereby chase knowledge. Cognitive needs is the expression of the natural human need to learn, explore, discover and create to get a better understanding of the world around them.
6. Aesthetic needs: Based on Maslow's beliefs, it is stated in the hierarchy that humans need beautiful imagery or something new and aesthetically pleasing to continue up towards Self-Actualization. Humans need to refresh themselves in the presence and beauty of nature while carefully absorbing and observing their surroundings to extract the beauty that the world has to offer.
7. Self-actualization: Is the instinctual need of humans to make the most of their abilities and to strive to be the best they can.
In Maslow's scheme, the final stage of psychological development comes when the individual feels assured that his physiological, security, affiliation and affection, self-respect, and recognition needs have been satisfied. As these become dormant, he becomes filled with a desire to realize all of his potential for being an:
Effective
Creative
Mature human being
8. Transcendence: Maslow also proposed that people who have reached self-actualization will sometimes experience a state he referred to as "transcendence," in which they become aware of not only their own fullest potential, but the fullest potential of human beings at large.
Products/Services/Ideas Vs Needs
1. Biological and Physiological needs - Food and drink adverts, selling houses or mortgages.
2. Safety needs - home security products (alarms, etc), adverts for insurance, home loans and bank or building society adverts.
3. Belongingness and Love needs - dating and match-making services, chat-lines, clubs and membership societies, life-style choices – diet, fashion. Advertisements relating to caring for others such as small children or pets.
4. Esteem needs - Need for attention – beauty products which will make you admired. Cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services. Adverts linked to winning or achievements – often promoted by sports personalities
5. Cognitive needs: Advertisements by travel operators etc.
6. Aesthetic needs: The advertisements relating to the sale of paintings, art, sculpture.
7. Self-Actualization needs - Adverts for expensive furnishings, posh ornaments, Open University, foreign travel sometimes offer the opportunity to find meaning to life. Fast car adverts offer the possibility of control and being the envy of others.
8. Transcendence needs: Advertisements to explore hidden energy and talent. To join different religious groups etc.
Single product targeting multiple products
A product can be advertised to fulfill multiple needs of Maslow’s pyramid. It’s to the discretion of the copy writer/manufacturer to target which type of need of the target buyers.
Example: Clothes.
Maslow postulated that needs are arranged in a hierarchy in terms of their potency. The lower the need is in the pyramid, the more powerful it is. The higher the need is in the pyramid, the weaker it is.
1. Physiological needs: The base of the pyramid is formed by the physiological needs.
The physiological needs of the organism take first precedence. These consist mainly of:
Excretion
Eating
Sex
Drinking
Sleeping
Shelter
Warmth
If some needs are not fulfilled, a human's physiological needs take the highest priority. Physiological needs can control thoughts and behaviors, and can cause people to feel sickness, pain, and discomfort.
2. Safety Needs: With his physical needs relatively satisfied, the individual's safety needs take over and dominate his behavior. These needs have to do with man's yearning for a predictable, orderly world in which injustice and inconsistency are under control. In the world of work, these safety needs manifest themselves in such things as:
Personal security from crime
Security against company lay-offs
Health and well-being
Safety net against accidents/illness and the adverse impacts
3. Love/Belonging/Social needs:
After physiological and safety needs are fulfilled, the third layer of human needs is social. This psychological aspect of Maslow's hierarchy involves emotionally-based relationships in general, such as:
friendship
sexual intimacy
having a supportive and communicative Family
Humans need to feel a sense of belonging and acceptance, whether it comes from a large social group (such as clubs, office culture, religious groups, professional organizations, sports teams, gangs) or small social connections (family members, intimate partners, mentors, close colleagues, confidants). They need to love and be loved (sexually and non-sexually) by others.
4. Esteem needs: All humans have a need to be respected, to have self-esteem, self-respect, and to respect others. People need to engage themselves to gain recognition and have an activity or activities that give the person a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. Imbalances at this level can result in low self-esteem, inferiority complexes.
5. Cognitive needs: Maslow believed that humans have the need to increase their intelligence and thereby chase knowledge. Cognitive needs is the expression of the natural human need to learn, explore, discover and create to get a better understanding of the world around them.
6. Aesthetic needs: Based on Maslow's beliefs, it is stated in the hierarchy that humans need beautiful imagery or something new and aesthetically pleasing to continue up towards Self-Actualization. Humans need to refresh themselves in the presence and beauty of nature while carefully absorbing and observing their surroundings to extract the beauty that the world has to offer.
7. Self-actualization: Is the instinctual need of humans to make the most of their abilities and to strive to be the best they can.
In Maslow's scheme, the final stage of psychological development comes when the individual feels assured that his physiological, security, affiliation and affection, self-respect, and recognition needs have been satisfied. As these become dormant, he becomes filled with a desire to realize all of his potential for being an:
Effective
Creative
Mature human being
8. Transcendence: Maslow also proposed that people who have reached self-actualization will sometimes experience a state he referred to as "transcendence," in which they become aware of not only their own fullest potential, but the fullest potential of human beings at large.
Products/Services/Ideas Vs Needs
1. Biological and Physiological needs - Food and drink adverts, selling houses or mortgages.
2. Safety needs - home security products (alarms, etc), adverts for insurance, home loans and bank or building society adverts.
3. Belongingness and Love needs - dating and match-making services, chat-lines, clubs and membership societies, life-style choices – diet, fashion. Advertisements relating to caring for others such as small children or pets.
4. Esteem needs - Need for attention – beauty products which will make you admired. Cosmetics, fast cars, home improvements, furniture, fashion clothes, drinks, lifestyle products and services. Adverts linked to winning or achievements – often promoted by sports personalities
5. Cognitive needs: Advertisements by travel operators etc.
6. Aesthetic needs: The advertisements relating to the sale of paintings, art, sculpture.
7. Self-Actualization needs - Adverts for expensive furnishings, posh ornaments, Open University, foreign travel sometimes offer the opportunity to find meaning to life. Fast car adverts offer the possibility of control and being the envy of others.
8. Transcendence needs: Advertisements to explore hidden energy and talent. To join different religious groups etc.
Single product targeting multiple products
A product can be advertised to fulfill multiple needs of Maslow’s pyramid. It’s to the discretion of the copy writer/manufacturer to target which type of need of the target buyers.
Example: Clothes.
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