| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 104 === In the age of information overload, where headlines play an important role in attracting attention and encouraging visitors to click, it is an important issue for websites and companies to deal with headlines. A lot of ‘content farms’ have developed their headline strategy to exploit the "curiosity gap" by leaving out just enough information to encourage readers to click through the content and to generate page views that in turn generate advertising revenue. Therefore, these eye-catching headlines have emerged as "click baits". Because more and more content publishers are using click baits to engage users and gain advertising income, the purpose of these analyses is to understand different tricks and techniques in making click bait headlines. In this paper, we will discuss eleven different types of click baits according to the previous studies and learn how to design them. To start with, we have selected the top 3 content farms in Taiwan in 2015 and randomly collected 240 headlines from them. By using content analysis and coding the text in our research, it is shown that "forward-reference" is the most frequently used form in writing headline. 207 (86%) are " general nouns with implicit discourse deictic reference." It is said that almost every hardline is using forward-referring way to mention the forthcoming discourse. Forward-reference in headlines occurs in two forms: ellipsis and quotes. Of our sample, 91 (38%) are "ellipsis" and 133 (55%) are "quotes.” The "affective language" and "unexpected words" are also highly frequent: 105 (44%) are "affective language" and 97 (40%) are "unexpected words." Then 93 (39%) are "judgment." Other, less frequent types of click baits are "listicle", "hyperbole" and "reader-addressed", which are up to 20% respectively. Though, "antithesis," “imperative," “Question headline” and “Authority” have been left out, they still occur in 6% of headlines, respectively. Based on our analyses, it also shown that each headline use not only one but up to three to four clickbait techniques on average.
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