的写作风格

University Relations has established this style guide for use in non-academic, promotional written communications including news releases, newsletters, web pages, brochures, viewbooks and fliers that include narrative or running text. 更正式的风格可能会 be desired for invitations, event programs, letters and for other uses.

博天堂官方网站大学的文体指南
这 guide is based on the principles found in the Associated Press Stylebook and 诽谤手册. Despite the scope of editorial style contained in the AP guide, it doesn’t address some issues unique to UNC that are frequently encountered. 这个风格指南 is intended to provide answers to those issues, and to a lesser extent, other questions of grammar such as punctuation, capitalization and acceptable word usage.

On spelling matters, our preferred resource is Webster's New World Dictionary.

了解更多信息
If you have questions, would like more information or have a suggestion for future revisions of the style guide, contact UNC’s Office of University News & 公共关系 电话:970-351-2331或 公共.relations@ycdwkj666.com.

下载unc的写作风格指南

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针对网页的写作技巧

You only have a few seconds to engage your reader on the web. 所以，为了写作 on your site more relatable, combine a conversational tone with "you" language. 这 places more emphasis on the reader instead of we and us. 看两个例子 做与不做:

使用ABC:

A good exercise to help you think strategically about your page content is to use “ABC”:

A-Audience. Who is the intended target(s) of the information?

B-Behavior. What do you want your reader to do, or what kind of action do you want your audience to take once they read the information?

c含量. 你想告诉读者什么? 为什么这个页面应该存在? 你的内容应该 help your reader answer the question, "What's in it for me?"

常见的错误

Use these rules of thumb to avoid some of the common errors we see online and in print. 

• DO list phone numbers with dashes 000-000-0000 and not (000) 000-0000 or 000.000.0000
• DO write out the word percent instead of using the symbol "%"
• DO place punctuation (such as the period at the end of a sentence) 内部 报价(.")
• 不要提及Ph值.D.-有资格的教员，如博士. ＿＿＿＿＿＿＿＿＿＿＿＿. 指示程度(i).e., 玛丽·史密斯博士.D.) in first reference, then use last name throughout. 
• DO use an apostrophe in "bachelor's degree" and "master's degree" but as part of the formal degree name, do not add the possessive: Master of 艺术, not master's of arts. 
• DON'T capitalize when you're in doubt. For example, university is not capitalized unless it is part of the proper name: "The university is closing early today" versus "The 北科罗拉多大学 is closing early today.“正如我们的风格指南所示， UNC确实将程序名称大写. 

首字母缩略词

Although acronyms are an effective way to avoid repeating lengthy department, program or organization names, they should be avoided whenever possible. 总是拼出来 the name 后面是首字母缩写 in parenthesis on first references on a page or within 文件或故事. Keep in mind that acronyms we use may be unfamiliar to prospective students and other external audiences--which may create an exclusive culture rather 比包容. There are time when acronyms can be used effectively:

• When it becomes necessary, spell out the entity's proper name upon first reference, 后面是首字母缩写. The acronym can be used for any subsequent references on the page to simplify the language on the page.
  • 例子: College of Humanities and Social Sciences (HSS)
• It is OK to use acronyms when the acronym is commonly used, and better known than 它所代表的专有名称. Be sure to provide context within the sentence to avoid confusion as even common acronyms can represent different things.
  • 例子: CNN, ESPN

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网页标题/标题写作

Headers and headlines are used throughout the site as page titles, subheads and callout headers, headlines, subheads and section titles. 请记住这些指导方针 写作:

• Most headers and page titles should be brief phrases (approximately three words or 少).
• If your supporting headlines, subheads or callout headers form complete sentences, where punctuation is needed, then only the first word and proper nouns should be capitalized (句子):
  • 例子: 做一个领导者.
• If there is no punctuation, all important words should be capitalized (title case):
  • 例子: 产生影响
• 不要使用缩写词.
• Use subheads and section titles to break up lengthy page copy. 分解副本 visually makes it less intimidating to readers so that they are more likely to remain engaged and your message isn't missed. It also gives them entry points to information they are specifically interested in, so try to keep subheads succinct and clear.