“Headings and captions set the tone: they are more read than anything else, especially in the newspaper. Use them, therefore, to draw readers in, not to repel them. That means wit (where appropriate), not bad puns; sharpness (ditto), not familiarity (call people by their last names, not their first names); originality, not clichés.”
bridges (or anything else) too far
empires striking back
flavours of the month
gentler hearts and minds
mind the gap
new kids on the block
windows of opportunity
where’s the beef?
could do better (a favorite with education stories)
taxing times (tax stories)
If something is important, say why and to whom. Use sparingly, and avoid such unexplained claims as this important house, the most important painter of the 20th century.
Impracticable – it cannot be done
Impractical – not worth trying to do it
Замечания о курсиве
Полагается писать курсивом:
The Economist и The Times. Во всех остальных случаях артикль пишут, как обычно, название - курсивом: the Daily Telegraph
Иностранные слова и фразы в английском тексте: jihad, glasnost, loya jirga
Судебные дела: Brown v Board of Education
Названия кораблей, самолетов, космических кораблей: HMS Illustrious, Challenger
Locate – ugly word!
The missing scientist was located means he was found. The diplomats will meet at a secret location means either that they will meet in a secret place or that they will meet secretly. A company located in Texas is simply a company in Texas.