Personalized Headlines Study

Headline is the eye of the news, which is very important to the newspaper. This thesis made a deep research about the unique headline of the newspaper. Yangcheng evening news is full of innovative spirit since it was created. In 80's, the title of this newspaper focused on people's livelihood. It is vivid and dynamic, the reader can get spirit enjoy and education. This thesis interprets these characteristics with psychology, aesthetics and communication knowledge. We got the methods how to become unique, such as the news planning, perspective, expression way, description language. Through this kind of research, we got inspiration on headline creation of the party newspaper and market newspaper. In future, media competition is brand competition. The high quality of headlines enhance the brand value of the newspaper, personality is one of the core competitiveness of newspapers, which is helpful to the innovation of the media brand.