- Now you are going to apply what you have learned in class. As per the class discussion, please provide me with three different headlines for the story (article in Question #3) and outline your reasoning(s) and explanation for each. Please ensure you base your answer on the different elements of headlines we spoke about in class. Please go into detail for each. (12 Marks)
1. “Starbucks Customers Shocked as 13 Popular Drinks Are Being Cut – Find Out If Your Favourite Is on the List!”
The first headline I came up with immediately captured attention by using an intriguing tone and multiple factors to stop the reader from scrolling and clicking on the headline. Using the phrase “Find Out If Your Favourite Is on the List” directly intrigues the reader’s curiosity because I’m talking specifically to them to see if their favourite drink is on the list. By using this tone and wording, it sparks the reader’s curiosity to find out if their favourite menu item will be leaving the menu.
This also creates a sense of urgency because consumers do not want to miss out on what could be their last chance to get their favourite item from Starbucks. It instantly creates a knowledge gap for the reader, so those who enjoy Starbucks will immediately wonder whether their go-to drink is being discontinued. This overall makes them feel very compelled to click to find out and satisfy their curiosity.
As I learned in class, a strong headline also utilizes emotional appeal, and this one does so by using the phrase “customers are shocked.” This heightens the emotional impact of the headline. Since Starbucks has a loyal customer base, making a major change like removing drinks can feel like a betrayal to them. This wording makes it sound dramatic and urgent, increasing engagement.
This also provides direct engagement with the reader because instead of feeling like general news, if this headline reaches the right target audience of Starbucks consumers, it will feel like a personal message—especially by using the words “Starbucks Customer” and “your favourite.” It will instantly drive personal curiosity.
2. “Say Goodbye to These 13 Starbucks Drinks – The Official Discontinued List Is Here!”
This headline is structured to trigger emotions, establish credibility, and encourage immediate action from the reader. The phrase “say goodbye” creates a strong emotional reaction with dramatic wording, making people wonder what exactly they are “saying goodbye” to. People who are loyal to this brand associate Starbucks with their daily routines, and the idea of losing a favourite drink can create a feeling of loss. This taps into consumer psychology, making them feel the need to check the list immediately before it’s too late.
As I learned in class, a strong headline should avoid vagueness and instead provide clear and specific information. Instead of saying something broad like “Starbucks is changing its menu,” this headline specifically states that there is a list of discontinued drinks available. This shows the reader that if they click, they will receive valuable and specific information. Along with that, using the language “the official discontinued list” reassures the reader that they will be reading confirmed, reliable information. This builds trust and makes the article feel worth their time.
Another strategy I learned in class is the use of a clear call to action. By using the phrase “is here,” the headline signals to the reader that they can access the information immediately. It’s not just announcing that a list exists—it’s emphasizing that the list is here and ready to be viewed now. Additionally, using a specific number like 13 instead of a vague phrase like “some drinks” makes the information feel more structured and reliable. Readers know exactly what to expect when they click: a list of 13 discontinued Starbucks menu items.