Lead is mainly divided into summary lead, descriptive lead, critical lead, window lead and so on. It writes the most important and wonderful facts in the news with extremely concise words, which has the function of outlining, drawing the full text and attracting readers.
News (news) writing is different from chatting, writing papers and writing summary reports, and has its own writing rules. One of the laws is: "what you say must be true" and "what you say must be true", putting the most important and freshest facts first. This is the so-called message lead. It is the first sentence or paragraph at the beginning of a message.
Practice has proved that a considerable number of readers are casual, sloppy and browsing when receiving news. If the protagonist can't attract readers like "Phoenix Head", he will immediately divert his attention. Although there are many types of lead writing, no matter which type, the characteristics of * * * are "the most important first", "the freshest first" and "the most striking first".
The traditional lead writing requires comprehensiveness, with five "W" and one "H", which is conducive to ensuring the authenticity of news, but if it becomes an "iron law", it will make news top-heavy.
In practice, today's lead writing has gone out of this routine, seeking conciseness and not verbosity; Seeking characteristics cannot be generalized; Try to use action-oriented content words and verbs as much as possible, instead of abstract nouns and difficult technical terms; When explaining news sources and news bases, don't have a long list of names, places, official titles and organization names.