Aufhänger

Aufhänger is a German noun (der Aufhänger) that literally refers to a hook or hanger. In figurative use it denotes an entry point, entry hook, or connecting element that makes a topic situable for discussion, presentation, or storytelling. The term is common in journalism, communications, marketing, and education, where it describes the point around which a message is framed to attract attention.

In journalism and media, der Aufhänger describes the central angle, motif, or opening device of a piece. It can be a headline, a lead sentence, a provocative question, a striking statistic, or a reference to a current event that ties the story to the audience’s interests. The Aufhänger shapes the reader’s or viewer’s first impression and determines how the content is perceived.

In advertising, public relations, and public speaking, der Aufhänger serves as the attention grabber that invites further engagement. A good Aufhänger is relevant, concise, and easy to grasp, while still reflecting the substance of the topic. It functions as a bridge to the content and helps ensure the message remains memorable.

Etymologically, Aufhänger comes from aufhängen (to hang up). Related concepts include Anknüpfungspunkt (point of connection) and Schlagzeile or Lead in journalism. While the Aufhänger can boost interest, it should align with the actual content to avoid misleading or sensationalist impressions.

See also: Anknüpfungspunkt, Schlagzeile, Lead.