accroches

Accroches are brief lines or phrases used at the start of a text to grab the reader’s attention and to summarize the main idea. In journalism and communications, an accroche serves to entice interest and orient the reader before engaging with the full article or message.

The term derives from the French verb accrocher, meaning to hook or attach. Accroches are common in newspapers, magazines, online media, press releases, and advertising, where they function to introduce content and set the initial tone.

Placement and relation to other elements: An accroche can be a headline, a subtitle, a short stand-alone sentence, or the first sentence of the article. It is distinct from the chapeau (standfirst), which is a brief paragraph that expands on the lead; the accroche’s aim is to arrest attention, while the chapeau provides a concise summary.

Forms and examples: Accroches take various forms, including provocative questions, striking statistics, brief anecdotes, bold claims, or evocative quotations. Effective accroches are accurate, proportional to the article, and tailored to the audience. They should reflect the content and avoid misleading the reader or promising more than the article delivers.

Best practices: Keep it concise and clear, avoid jargon, and ensure alignment with the article’s content and tone. In advertising, the accroche may emphasize interest or benefit, whereas the body copy elaborates. While used across journalistic and marketing contexts, a well-crafted accroche maintains credibility and respects readers’ expectations.