ŠIAULIAI UNIVERSITY

FACULTY OF HUMANITIES
DEPARTMENT OF FOREIGN LANGUAGES STUDIES
STUDY PROGRAMME

ENGLISH PHILOLOGY AND ANOTHER FOREIGN LANGUAGE

NEWSPAPER STYLE: STYLISTIC FEATURES OF

THE HEADLINES
BACHELOR THESIS

Supervisor: Assoc. Prof. Dr. Solveiga Sušinskienė

Student: Renata Mozūraitytė

Šiauliai, 2015
 CONTENTS

INTRODUCTION .....................................................................................................................3
1. THE MAIN ASPECTS OF FUNCTIONAL STYLES ................................................................5
2. THE PUBLICISTIC STYLE OF ENGLISH LANGUAGE ........................................................7
3. THE MAIN FEATURES OF THE NEWSPAPER STYLE ........................................................8
3.1 The Structure of News Stories ..............................................................................................9
4. THE CHARACTERISTICS OF HEADLINES IN THE ENGLISH NEWSPAPER ................13
4.1 The Special Language Features of Newspaper Headlines ..................................................14
5. ANALYSIS OF THE STYLE OF THE HEADLINES .............................................................20
5.1 Methodological Considerations of the Research ...............................................................20
5.2 The Omission of Words ......................................................................................................21
5.3 The Use of Short Words .....................................................................................................23
5.4 The Use of Loaded Words ..................................................................................................25
5.5 The Use of Nominalization .................................................................................................26
5.6 The Use of Noun Phrases ....................................................................................................28
5.7 The Use of Gimmicks .........................................................................................................31
CONCLUSIONS............................................................................................................................36
REFERENCES ..............................................................................................................................38
DICTIONARIES............................................................................................................................39
SOURCES......................................................................................................................................39

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 INTRODUCTION

Today‘s life is unimaginable without the mass media. A lot of different printed as well as
online newspapers try to attract the readers. Firstly, the reader notes the headline of the article
and only after then decides whether to read it or not. Therefore the headlines are one of the
most important components of the piece of writing. The newspaper as a form of the mass
media is known for several ages. However, the investigation of the language in newspapers
has started only in the mid-20th century. The principles of creating and analyzing newspaper
headlines have not been widely explored.
The object of the work is the analysis of British newspaper headlines.
The aim of presented research is to analyze the stylistic features of the newspaper
headlines of The Telegraph. To achieve this aim the following objectives have been set:
1. To overview the theoretical data of functional styles.
2. To overview the newspaper style.
3. To disclose the functions and general peculiarities of the headlines.
4. To analyze special language features of the headlines.
5. To indicate the frequency of certain stylistic features used in the newspaper
headlines.
Relevance of the work. There are quite many linguists who analyzed the newspaper
style such as A. Bell (1991), T. A. Znamenskaya (2005), C. Rich (2010), O.K. Denisova and
L.P. Pozniak (2014). The stylistic features of the newspaper language as well as the headlines
were introduced by R. Fowler (1991), M. Swan (1995), D. Reah (1998), J. Morley (1998).
The syntactical classification of the headlines was studied by I. Mardh (1980), Caroline M. de
B. Clark (2007).
The novelty of the present research. The newspaper headlines can be analyzed from
different linguistic perspectives. The present paper focuses on the main grammatical as well
as lexical language features that create the style of headlines found in the broadsheet
newspaper.
The research methods used in the present study are the following:
1. Descriptive theoretical analysis made it possible to analyze scientific literature
regarding the features of functional styles, newspaper style, headlines.
2. Descriptive analysis was useful in analysing the selected examples of English
newspaper headlines.

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 3. Descriptive statistic method was used to indicate the frequency of certain
stylistic features revealed by the analysis.
The scope of the research and research material. For the purpose of investigation 200
examples of the newspaper headlines have been drawn from the British online newspaper The
Telegraph. 71 instance of headlines has been used as illustrative examples.
The structure of the present research. The work is composed of introduction, theoretical
and practical parts, conclusions and the list of references. In the introduction the objectives,
the aim, the relevance of the work, the methods used in the research as well as the number of
analyzed headlines are presented. The theoretical part contains the discussion of functional
styles, publicistic style, the features of the newspaper style and headlines. The practical part
is for the analysis of the stylistic features typical for the newspaper headlines. Conclusions
give the findings and the results of the presented study. The list of references arranged in
alphabetic order presents the used materials.

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 1. THE MAIN ASPECTS OF FUNCTIONAL STYLES

Every written or spoken discourse has a style. The word itself refers to some kind of a
function. A style depends upon the purpose of the text or the specific conditions of
communication in different situations. However, there is no single and concrete definition of
a word style.
N. Leech and M. Short (2007:10) point out that the style refers to the way in which
language is used in a given context, by a given person, for a given purpose. To cite V.
Mathesius (1982:105f) ―style is a significant manner in which the linguistic means of
expression has been employed or will usually be employed for a concrete purpose‖. The
online Reference Dictionary1 defines style as the mode of expressing thought in writing or
speaking by selecting and arranging words, considered with respect to clearness,
effectiveness, euphony or the like, that is characteristic of a group, period, person,
personality, etc. In other words, style refers to ways of writing or speaking—how a person
varies the resources of language in order to make a speech or written discourse meaningful.
We may have the style of an individual which is typical for the individuality of the
writer or speaker and the functional style which is dependent on the aim of a text or speech. It
is clear that functional has something to do with function or objective. R. Dirven and V. Fried
in the book called Functionalism in Linguistics (1987:13) state that functional style is the
manner in which texts respond to the demands of the functional objects. Functional style is
dependent on the specific conditions of communication in different situations.
The main problem on which linguists do not agree is whether or not there are different
styles in the spoken English language. Another problem is the classification of functional
styles. O.K. Denisova and L.P. Pozniak (2014:110) say that there are linguists such as R.G.
Piotrovsky (1975), Y.S. Steponov (1986) who state that there are no functional styles at all.
However, functional styles have been divided into specific groups by some other scholars.
According to I. V. Arnold as cited by T.A. Znamenskaya et al (2005:136-137) styles can be
divided into two groups:
1. Colloquial Styles: (literary colloquial; familiar colloquial; common colloquial).
2. Literary Bookish Styles: (scientific; official documents; publicistic newspaper;
oratorical; poetic).

1
Online Reference Dictionary - http://dictionary.reference.com/browse/style?s=t Accessed on 13 January, 2015

5
 According to I. R. Galperin (1981) as cited by Denisova and Pozniak et al (2014:110)
the set of style classes include:
a) official business style; b) scientific professional style; c) publicistic style;
d) literary colloquial style; e) familiar colloquial style.
In order to get better understanding of the classification of functional styles, the linguists
give the more explicit subdivision. Denisova and Pozniak represent the different position
towards the problem of functional styles. Their classification is presented below (Ibid):
a) Literary or bookish style;
b) Free or colloquial style;
The literary or bookish class includes: 1) publicistic; 2) scientific; 3) official documets
style. The free or colloquial style is subdivided into: 1) literary colloquial and 2) familiar
colloquial style. The scholars do not classify neither poetry nor imaginative prose (fiction),
stating that they are non-homogeneous.
Functional styles are subsystems of language and each of them has its own features
concerning vocabulary means, syntactical constructions or phonetics. The use of a certain
functional style is connected to the particular situations of communication in different spheres
of life.
Having reviewed the main aspects of functional styles, the conclusion that functional
styles are the subsystems of language with distinctive lexical, syntactical and phonetic
features can be drawn. The following chapter will briefly introduce the main features of the
English publicistic style.

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 2. THE PUBLICISTIC STYLE OF ENGLISH LANGUAGE

Publicistic style is used in newspaper or magazine articles, public speeches, essays,

radio or TV comments. Denisova and Pozniak (2014:111) state that the function of publicistic
style is to influence the public opinion. The main feature of the usage of this style is the
combination of logical argumentation and emotional appeal to the audience, i.e. readers and
listeners. Moreover, the special elements from scientific as well as from emotive prose are
found in publicistic style.
The newspaper is the most readable source of information throughout the world. The
facts in the newspaper are presented objectively and fairly. The language is clear and
acceptable. One of the main functions which publicistic style has to contain is that the
information in the newspaper should be relevant. To put into R. Fowler‘s words (1991:13):
―The news media select events for reporting according to a complex set of criteria of news
worthiness; so news is not simply that which happens, but that which can be regarded and
presented as newsworthy.― In other words news does not have to be just simple description of
events, but also has to be meaningful. Another feature that plays a huge role on the news is
the use of colloquialisms, incomplete sentences, questions and a varied typography
suggesting variations of emphasis, the written text mimics a speaking voice, as of a person
talking informally but with passionate indignation (Fowler, 1991:39). In addition, Denisova
and Pozniak (2014:119) note that the publicistic style takes some features from emotive
prose: the use of stylistic devices and imagery as well as brevity and expression. The
scientific elements found in publicistic style include the logical structure of the news
presentation, clear paragraphing and consecutiveness.
To conclude this chapter it could be stated that specific linguistic means used in the
writings of the publicistic style (in this case newspapers) have strong meaning in creating the
language attractive, interesting and informative to the reader as much as possible. The
following part will be based on the features of the newspaper style.

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 3. THE FEATURES OF THE NEWSPAPER STYLE

The word newspaper suggests that its main function is to give news. Despite this, it is
used to educate, enlighten or entertain people. The newspaper also seeks to influence public
opinion on political, economic and other matters. Newspapers can provide a medium of
information to those who do not have television, radio or the internet. According to J.
Tunstall (1996) as cited by D. Reah et al (1998:2) there are three types of newspapers:
1. The broadsheet newspapers (e.g., the Telegraph, the Independent, the Times and
the Guardian);
2. The middle-range tabloids (e.g., the Express and the Daily Mail);
3. Tabloids (e.g., the Sun, the Mirror, the Star).
The tabloids and broadsheet newspapers have different functions to perform. As The
New British Politics (2007:301) states, tabloids are less serious (popular) daily or Sunday
papers so called because of their smaller size. It is added that the broadsheets now publish in
a tabloid format, but are still known as broadsheets, or quality papers. It should be mentioned
that tabloids tend to focus on personalities and gossip, stories found in these newspapers are
smaller comparing to broadsheets, the writing style is less formal and slangy, more pictures
are found. While the broadsheets are described as serious (quality) national daily or Sunday
papers so called because of their size (Ibid). It is generally believed that broadsheets contain
more serious news than tabloids and are read by more educated people. Information in the
middle-range tabloids focuses on the sensational stories as well as on the important news
events.
There are two types of news that can be found in broadsheets or tabloids: hard news and
soft news. C. Rich (2010:17) points out that ―hard news― include stories of a timely nature
about events or conflicts that have just happened or are about to happen such as fires, crimes,
meetings, protest rallies, speeches and testimony in court cases. Hard news has little value
after 24-48 hours. The news of such themes found in broadsheet newspapers tend to focus on
the main and the most important details related to the story. Another type of news is called
soft news and Rich (Ibid) states that ―soft news― entertains or informs, with an emphasis on
human interests and novelty and less immediacy than hard news. Unlike the hard news, soft
news pay attention to the things related to the minor things of the story e.g. personal life,
work, etc.

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 It should be mentioned that the distinction between the two types of newspapers
disappears as broadsheets tend to entertain more and tabloids include more serious articles.
However, the use of gimmicks, allusions, pictures and images for entertainment purpose in
broadsheet newspapers are rather of educational nature.

3.1 The Structure of News Stories

In order not to confuse publicistic style with newspaper style the main difference has to
be mentioned. The goal of publicistic style is to influence public opinion, to make the
audience accept the speaker‗s point of view. On the contrary, the goal of newspaper style is to
inform the audience. Publicistic essays and feature articles do not belong to newspaper style.
Newspaper style tries to attract the reader‗s attention thereby special means are used.
Denisova and Pozniak (2014:127) distinguish specific headlines, space ordering, specific
vocabulary features and characterize newspaper style by an extensive use of:
1. Special political and economic terms (apartheid, by-election);
2. Non-term political vocabulary (public, people);
3. Newspaper cliches (vital issue, well-informed sources);
4. Cliches (captains of industry, pillars of society);
5. Abrreviations (PM, NATO);
6. Neologisms (glasnost, Gorbymania).
To quote Bell (1991:3): ―In newspaper, everything other than advertising is called
editorial‖ (see Figure 1).

Editorial

Written: copy Visual

News
Service Information
Opinion
Hard news Headlines
Special-topic news Feature articles

Figure 1. The structure of editorials (A. Bell, The Language of News Media, 1991:3).

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 In order to understand the above given structure better, the commentary should be given.
Firstly, service information is the information related to a particular subject in a newspaper.
On sports page it can be the news given about the oncoming sport matches, the winning
teams, the comments concerning the issues in the sports life. On business page it can be the
data presenting the situation in stock markets, information about currencies, commodities and
so on. Bell (1991:3) notices that service information is more likely made of lists rather than
continuous copy. Moreover, opinion is columns, letters to the editor, reviews in which the
opinion about different issues is expressed by the journalists of the newspaper. Generally, a
group of people in charge discusses and decides which topics are going to be published and
what view is going to be expressed. Hereby, the readers can get the idea what is the attitude
of the newspaper. What is more, hard news as have been described in the previous section,
includes the information about the newest crimes, fires, accidents, protests and other
incidents. Feature articles are the part of soft news. They do not cover the hottest news, but
still try to capture the reader‘s attention by humorous reflections, provoking the reader‘s
curiosity by unusual comments. The language of feature articles is full of emotive words,
rhetorical questions, imagery. Special-topic news are the news that cover sports, fashion, cars,
travel, culture and other topics. Finally, headlines as well as crossheads or subheadings, by-
lines and photo captions compose the part of editorials. The headline is the first and may be
the last chance to grab the reader‘s attention. Whereas, different types of crossheads or
subheadings, by-lines or even photo captions are being created as more interesting as
possible. The reader can skim through subheading and get the idea what the text is going to
be about, even though from the first sight the heading looks complex or the article is very
long.
Each field of editorial has its own vocabulary, sentence structure as well as a special
way of presenting information and a certain audience. The audience is the most important
component of mass communication. Newspapers live by the size and composition of their
audiences. The journalist designs the style of an article for the readers according to their age,
gender, social class.
Advertising is, together with news, the principal genre common to all daily media. The
main function of advertisements is to persuade, seize the audiences‘ attention. The language
in advertisements is very creative; its language attracts the reader. According to Bell
(1991:19) the most striking employment of linguistic resources in advertising is the use of a
language, which is not understood by the advertisements target audience. In this case, authors

10
of advertisements tend to use foreign languages and non- native dialects (depending on the
country).
The inverted pyramid structure presented by R. Telg and T.A. Irani (2012:76) is the
most commonly used structure for news writing. The most important parts of the story are
given in the first part of the inverted pyramid and the less important ones align below. There
are two reasons why does this structure work well (Ibid): firstly, the most important
information helps to grab the reader‘s attention and interest so the reader is more likely to
read the entire article. Secondly, the least important information is at the very end of the
structure, so if the story needs to be cut, it can be cut from the bottom without any loss of
important information (see Figure 2).

Figure 2. The structure for news writing ( Telg and Irani, 2012:76).

To give more information it should be said that the lead provides the basic information
of the story. It should not be mixed with an introduction. It explains what the story is going to
be about. After the lead we find the main body—secondary information, it should include all
of the 5 W‘s and H. As Reah (1998:24) explains ―The news include such information: what
happened, who was involved, where it happened, what the circumstances were‖. Telg and
Irani (2012:77) add one more how element. In order to attract the reader, the article should be
started from the most interesting element of Ws or H. The background information adds
more details, descriptions and other facts that are necessary to the story. Finally, if needed,
the additional information can be added.

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 After analysing the structure of news writing, other important elements should be
mentioned. All of the functional styles as well as the newspaper style have their own typical
elements. Znamenskaya (2005:150-153) distinguished typical features for newspaper style:
1. Morphological features – frequent usage of non-finite verb forms; omission
of articles, link verbs, auxiliaries, pronouns.
2. Syntactical features – use of impersonal sentences, elliptical constructions,
interrogative sentences, infinitive complexes and attributive groups.
3. Lexical features – newspaper clichés and set phrases, terminological variety;
abbreviations and acronyms; numerous proper names.
4. Compositional features – carefully selected vocabulary; variety of topics,
wide use of quotations.
Each of these elements has their own function. For example, morphological features are
used in order to save space which is limited in newspapers. Syntactical as well as lexical and
compositional features call the attention to words or word phrases. All of these features are
combined together in order to make the article as interesting as possible, to shock or surprise
the reader by the unusual, vivid and colourful language.
To sum up, it can be said that in order to give the readers the most important facts first,
the headline writer has to use the inverted pyramid style of news writing. If the part of the
story has to be told in the order in which events happened, it can be written after the opening
paragraph - the intro - or first few paragraphs following the chronological structure. The
correct use of the presentation of the news as well as the deliberate employment of language
features helps to create a qualified article.
The following part is for discussion of headlines. The description of the main
characteristics of headlines typical in the English newspapers will be provided.

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 4. THE CHARACTERISTICS OF HEADLINES IN THE
ENGLISH NEWSPAPERS

A headline for newspapers is often the most important element on a page as it gives the
reader an overall picture of the news. The main goal of a headline is to grab the reader‘s
attention so various stylistic devices are used. A headline should be gripping in order to
attract people to read an article. Most newspapers now use headlines that say what has to be
said in a minimum of words.
Oxford Advanced Learner‘s Dictionary2 defines a headline as a title of a newspaper
article printed in large letters, especially at the top of the front page. According to M. Swan
(1995:359), headlines are the short titles above newspaper reports which sometimes can be
difficult to understand, due to the fact that they are written in a special style. While Reah
(1998:13) defines it as ―a unique type of text as it has a range of functions that specifically
dictate its shape, content and structure‖. In the issue, it could be stated that a headline is the
title given to an article and which has a special way of writing and its own functions.
Headlines are usually written in a sensational way in order to arouse the reader‘s
curiosity. As headline writers try to catch the reader‘s eye by using as few words as possible.
Moreover, T. McArthur (1992:465) claims that headlinese is the language of headlines which
is affected by the constrains on space. From the definitions given above, it can be
summarized that this writing style of headlines that includes as minimum word as possible
and has the specific writing style is called headlinese.
It seems that newspaper headlines provide a summary of an article. However, this
function of a headline seems to be narrow and some linguists suggest a more precise division.
They state that a headline can not only summarize, but sometimes highlight or quote. Bell
(1991:188-9) makes a distinction between headlines which abstract the main event of the
story and headlines which focus on a secondary event or a detail. Bell (1991:189) observes
that R. Nir distinguishes between headlines which function as a summary of the story and
headlines which, rather than summarize the story, promote one of the details of the story.
Furthermore, in more popular newspapers, especially in tabloids headlines are not
informative. The main function of them is to ask a riddle which gets resolved in the text.

2
Online Reference Dictionary-
http://www.oxfordlearnersdictionaries.com/definition/english/headline_1?q=headline Accessed on 16 January,
2015

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 J. Morley distinguishes five main functions of newspaper headlines (Morley, 1998:31):
1. attract the reader‘s attention;
2. summarize the content of the article;
3. indicate the writer‘s attitude to the story ;
4. indicate the register of the article;
5. indicate the focus of the article.
As it can be seen from these functions of newspaper headlines, they are concentrated not
only on the summary of the contents of the article, but more on the reader and the attraction
of his/her attention. Correct use of these functions gives the reader a chance to have a quick
view of the news by giving informative headlines and thereby it helps to save the reader‘s
time.
In this case there can arise a question how a headline can be informative. As Reah
(1998:24) states ―the headline should deliver some detail on what happened, who was
involved, where it happened, what the circumstances were‖. Reah simplifies this into what,
who, where, how (Ibid). However, the when can be omitted as newspapers usually deal with
daily events. Also the why is discussed rather in the text than the headline. It can be seen that
sometimes headlines do not follow this strict what, who, where, how rule.
Headlines usually stimulate the interest for the reader of the subject matter of the text.
However, readers can face a problem of understanding the headline as newspaper headlines
make the use of abbreviations, do not follow grammatical rules or they are incomplete
sentences.

4.1 The Special Language Features of Newspaper Headlines

The headline writer has to keep two main aspects in mind. Firstly, he has to attract the
attention of the reader and secondly he has to give a hint of what the article is going to be
about. For the purpose of intriguing, headlines have their own special vocabulary. Morley
(1998:33) distinguishes vocabulary of headlines into three parts: unusual, sensational and
short.
For better understanding it could be added that unusual and sensational words are used
to draw the reader‘s attention. The advantage of short words is not only grabbing attention.
Morley (1998:34) states that they can be produced giant sized on the page. In other words
short words save place and so they are more preferred in the headlines of newspapers.

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McArthur (1998:8) also notices that headlines of newspapers generally include favour, vivid,
emotional words, often related to violence or sex. M. Swan (2003:361- 369) gives the list of
short words, which are used in headlines and are unusual in the sense in ordinary language.
Here are some examples (see Table 1).
Table 1. List of common headline vocabulary. Prepared by the author according to Swan
(2003, 361:369).
WORD MEANING IN HEADLINE EXAMPLE
Allege Make an accusation Blind girl alleges unfair
treatment
Bar Refuse Hotel bars football fans
Call for Demand/ appeal for Trade unions call for strike
Deal Agreement India signs nuclear deal
with us
Edge Move gradually World edges toward war
Firm Determined not to change Pm firm on tax reforms
Go for Be sold for Picasso painting goes for
$5 million
Push for Ask for, encourage Schools push for more cash

Morley (1998:35) also notices that ―there are lists of words which are typically, or,
indeed, almost exclusively used in newspaper headlines in a number of places. For example,
Hospital rap; Killer bug, Death probe, Fire-bomb riddle, Poison peril, Corpse horror etc.‖
Headlines also have a special register. We can notice the difference in language when
talking about economics and when talking about football. Morley (1998:43) points out that
there is also a difference in language when we write formally or informally, technically or
non-technically, emotionally or neutrally. He adds that often the technical register is
associated with formal register and emotional language with the colloquial. (Morley,
1998:45).
As the headlines are one of the most important elements of the newspaper, special
attention is paid in order to make them more colourful, intriguing and catching. To do so,
different stylistic means are used. L. Hakobian and K. Krunkyan (2009:25) notice that
expressiveness in headlines is achieved with the help of various stylistic phonetic devices:

15
  Alliteration: Welsh Win World; US Cuts Find Few Friends.
 Rhyme: Back in the Outback; Dirty Dealing in Cleaning.
 Rhythm: Thatcher Can‘t Catch; Spycatcher-Wright.
All of these examples draw attention as they sound more poetic. The usage of phonetic
devices makes the headline pleasant to read. Above all, they have the effect of stirring the
reader‘s emotions. It creates a musical variation which can be humorous or disturbing.
 Emotive syntax includes such elements like parallel constructions: What
counts isn't how you look but how you behave.
 As well as antithesis: Setting foot on the moon may be a small step for a
man but a giant step for mankind.
The headlines when using parallel constructions together with antithesis become like the
vivid pictures and are very illustrative. Contrasting two different ideas or repeating of the
same patterns of words or phrases in the headline forces the reader to pay attention as they
have the aim to shock the reader.
Besides the phonetic and syntactic constructions, Hakobian and Krunkyan (2009:26-27)
mention one more group of devices which are used in the creation of the headlines, i.e.
lexical stylistic devices:
 Various epithets (word and phrase epithets, sentence epithets): I‘m Dead
Angry With My Ban; ‗No More Nagasaki‘s‘ Call.
 Metaphors: ‗Hope Fades with Every Hour, Us ―Peace‖ Plan Hides Iron
Fist.
 Metonymy: Greenham Goes to Moscow; (British women peace fighters from
Greenham Common have returned from the recent world congress in
Moscow with some positive images of Russia). Glass Goes at the Old
Bailey. (Hunders of glass carafes and tumbles used in the Old Bailey‘s
courtroom and eating areas have been replaced by plastic containers
following an attack on Judge Ann Goddard by an accused man, who threw a
carafe at her – which narrowly missed and shattered against a wall).
 Simile: The ―Knyzak Problem‖ For the Rich Smells like a Rose to Seniors
 Allusion: A Tale of Two Germanys from Russia Without Love.
The most typical usage of stylistic devices has been illustrated above. However, it does
not cover the great variety in headline structures.

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 Stylistic devices are used for the purpose to impress the reader. The headlines become
more fun and attractive. The factor of surprise is being created and the reader is interested in
reading of the whole article. Nevertheless, it should be mentioned that stylistic means
sometimes create the uncertainty of meaning as firstly the connotation of those devices has to
be revealed.
Headlines have special grammatical features. Allan Metcalf in the article The Grammar
of (Newspaper) Headlines published in the newspaper The Chronicle of Higher Education
(2013) presents such basics of the grammar of headlines:
1. Use present tense for past events: Columbus Discovers New Route to India.
2. Use to for future events: Sun to Burn Out In 6 Billion Years.
3. Omit the, a, an: Cow Jumps over Moon; Dog Watches, Laughs.
4. Use comma for and: Jack, Jill Fall from Hill; Confusions Possible.
5. Never spell out numbers: Virgil Guides Dante Past 9 Levels of Hell.
6. Use colon for said or says: Galileo: ―I Confess Earth Stays Still‖.
7. Use single quotation marks: Ceaser To Brutus: ―Et Tu?‖ Falls by
―Unkindest Cut‖.
8. Omit be in its various forms: Candide, Pangloss Happy Cultivating Garden,
except when emphasized: Hamlet Asks ―To Be‖ Or Not ? Ponders, Decides
To Be.
These are the usual peculiarities and special rules of the headlines grammar. Journalists
use them in order to make the headlines more attractive and intrigue people to read the article
as well as for limited space in the newspapers. Without knowing these special grammatical
features it can be difficult to understand the headline and interpret its meaning until the whole
article is read.
In order to catch the reader‗s attention, headlines have to be as simple as possible and
appropriate to the style a newspaper represents. Znamenskaya (2005:151-153) divides the
newspapers‘ headlines features. The linguist not only distinguishes the patterns of headlines,
but also gives the examples from well known newspapers:
1) Full declarative sentences (e.g., ‗Allies Now Look to London‘ (The Times)).
2) Interrogative sentences (e.g., ‗Do you love war?‘ (Daily World)).
3) Nominative sentences (e.g., ‗Gloomy Sunday‘ (The Guardian)).
4) Elliptical sentences:
 with an auxiliary verb omitted (e.g., ‗Yachtsman spotted‘ (Morning Star));

17
  with the subject omitted (e.g., ‗Will win‘ (Morning Star));
 with the subject and part of the predicate omitted (e.g., ‗Still in danger‘ (The
Guardian)).
5) Sentences with articles omitted (e.g., ‗Blaze kills 15 at Party‘ (Morning Star)).
6) Phrases with verbals—infinitive, participial and gerundial (e.g., ‗To get US aid‘
(Morning Star), ‗Keeping Prices Down‘ (The Times)).
7) Questions in the form of statement (e.g., ‗The worse the better?‘ (Daily
World)).
8) Complex sentences (e.g., ‗Army Says It Gave LSD to Unknown GIs‘
(International Herald Tribune)).
9) Headlines including direct speech:
 introduced by a full sentence (e.g., ‗Tell Margaret I love her‘ he said and then
he died (Sunday Express));
 introduced elliptically (e.g., ‗New rate support system best in Europe—
Minister‘ (The Guardian)).
The classification provided by Znamenskaya is very explicit. She identifies a number of
different lexical and syntactical categories by which the headlines are subdivided.
Another classification is given by I. Mardh (1980:183). Unlike the previous
categorizations, this one is not divided into special parts by the use of lexical, phonetic,
grammatical or syntactical means and this distribution is more generic. She identifies the
following linguistic features as typical of headlines in English newspapers:
(1) the omission of articles;
(2) the omission of verbs and of auxiliaries (e.g., the verb ‗to be‘);
(3) nominalizations;
(4) the frequent use of complex noun phrases in subject position (in theme
position);
(5) the use of short words (‗bid‘ instead of ‗attempt‘);
(6) the widespread use of puns, word play and alliteration;
The classification provided by Mardh will be in analyzed in a greater detail in the
empirical part of the research.
The structures which represent different patterns of headlines have been listed above.
The special language features of headlines are used in order to make newspaper articles more

18
attractive to the reader. However, this grouping does not fully cover different linguistic
features of headlines as the division is much more complex.

19
 5. ANALYSIS OF THE STYLE OF THE HEADLINES

5.1 METHODOLOGICAL CONSIDERATIONS OF THE

RESEARCH

The research is based on the corpus of 200 newspaper headlines drawn from on-line
British newspaper The Telegraph (http://www.telegraph.co.uk/) in the period from January 1,
2014 to December 31, 2014. This particular newspaper has been chosen because now it is the
third most visited British newspaper website with 1.7 million daily browsers. It includes
articles from the print editions of The Daily Telegraph and The Sunday Telegraph. It was
named UK Consumer Website of the Year in 2007 and Digital Publisher of the year in
2009 by the Association of Online Publishers. The paper is known for its conservative
politics and comprehensive news coverage. It is one of the several options available to the
British public to receive timely and relevant information about newsworthy events.
The research focuses on the analysis of the stylistic features used in the newspaper
headlines. Style is created not only by the use of stylistic devices but also by the use of
special grammar and lexis. Taking this into consideration, examples are sampled according to
the classification made by the linguist Ingrid Mardh (1980). The chosen model of
classification includes such categories: the omission of words, the use of short words, the use
of nominalization, the use of noun phrases, the use of gimmicks (metaphor, alliteration,
allusion, rhyme, polysemy, homonym, and homophone). In addition, Mardh does not
distinguish the category of loaded words so it has been taken from the classification provided
by Reah (2002). Firstly, each grammatical or lexical feature which creates the style of
headlines was analyzed by the help of dictionaries and the information provided by other
linguists such as Reah (2002) and Clarck (2007). Secondly, the newspaper headlines were
collected at random by selecting titles from the newspaper first and then selecting the stylistic
features used in the newspaper under investigation. Finally, these examples were commented
and submitted after each category.
The reoccurrence of the most common stylistic features of headlines in the analyzed
newspaper is shown in the diagram form. The results have been statistically estimated and
presented in the diagram prepared with the help of Ms Excel 2003.

20
 5.2 The Omission of Words

The omission of words in the headlines is used in order to keep them concise. It also
addresses the readers‘ needs. They may not have time or patience to read long and complex
headlines. On the other hand, content words (nouns, main verbs, adjectives), which are
necessary to express meaning are not eliminated (Clark, 2007:44). The main source of
omission is grammatical function words. There are five main categories of omission (Ibid):
articles (the, a, an); relative pronouns (who, which, that); determiners (some, this); verbs and
auxiliaries (is, are, were, have); titles (Mrs, Lord, Sir).
The omission of such words is not very important as they do not transmit the basic
meaning. For example:
(1) Ukraine plane with seven on board ‗crashes in [the] Sahara (AFP, August 30,
2014).
(2) Giant thermometer in China could be [the] largest in [the] world (BST, June
13, 2014).
(3) [A] British showjumper stranded on burning ferry (V. Word, December 29,
2014)
(4) [An] Accident at Ukraine nuclear plant forces reactor shutdown (R. Oliphant,
December 3, 2014).
This category with the omission of articles is the biggest among the others. In these
examples, as well as in the vast majority of newspaper titles, we do not find definite or
indefinite articles. The preferance not to use articles is chosen in order to keep the headlines
as short as possible. However, a headline can still be informative regardless the brevity of it.
Consider more examples where relative pronouns are excluded:
(5) North Korea defector: I saw dogs [which] rip children to pieces in camp (AFP,
February 26, 2014)
(6) Boxing Day sales: everything [that] you need to know (D. Hyde, December 3,
2014)
(7) Wristwatch means [that] you can nod off without missing the TV (Agency,
December 18, 2014)
(8) Claudia Lawrence investigation: Arrested man [who] worked at same
university (M. Evans, May 13, 2014)

21
 The relative pronouns such as who, whom, which, that can be usually omitted in the
newspaper headlines, because they are treated as understood. The omission is generally made
when the relative pronouns serve as the object of a verb or the object of preposition.
More examples of the headlines with the omission of verbs and auxiliaries are
presented below:
(9) Jihadists [are] in retreat as Iraqi Kurds retake Mt Sinjar (S. Barbarani, Mt.
Sinjar, December 21, 2014).
(10) Divorce rate [is going] to tumble in 2015 (A. Pearson, December 27, 2014).
(11) More than 80 iPads among goods [have been] stolen from BBC (Telegraph
staff, December 23, 2014).
(12) Queen's Speech 2014: Voters [will be] given powers to sack MPs (P.
Dominiczak, June 4, 2014).
The omission of auxiliaries and to be form in these examples are highly allowed as the
meaning of the headlines is easily recovered from the context. This kind of omission should
not cause any trouble to the reader, because usually there is only one verb in the headline.
Moreover, beside the omission of the discussed grammatical function words, there is also
omission of conjunction, preposition as well as of words says or said. The most frequently
found omission is of the verb be, especially in are and is form.
One more distinct feature which characterizes the newspapers headlines is the omission
of titles. For instance:
(13) Mansion tax unpopular, [Lord] Adonis admits (M. Holehouse, February 17,
2014).
(14) Virgin Galactic crash: 'Don‘t let more die', [Sir] Richard Branson told (J.
Ensor, November 8, 2014).
(15) [Mrs] Thatcher adviser mooted 'Goalies Against Hoolies' campaign to combat
football violence (E. Malnick, December 30, 2014).
The instances provided above show us that the omission of titles does not impact the
meaning of the headline. Although the titles are not used in the headlines, they appear later in
the article.
Generally, a news headline consists of only several words. So in order to keep it short, a
few words have to be omitted. The omission of such words is non-obligatory, so it gives the
journalists a flexibility in making headlines fit the limited space.
The omission of each category is indicated in the Figure below:

22
 Figure 3. The omission of words in the newspaper headlines.

As it can be seen from Figure 3, the main source of omission is verbs and auxiliaries, it
makes 31% (15 tokens). The next common category of omission is the omission of articles, it
makes 21% (10 tokens). Furthermore, the omission of relative pronouns is found in 19% of
headlines (9 tokens). Less frequently is the omission of determiners, it makes 17% (8 tokens)
and the omission of titles, it makes 12% (6 tokens).
To sum up, the above presented statistical data concerning the omission of words in the
newspaper headlines shows that the omission is the characteristic widely used for creating
headlines and it has five main categories. The basic reason why it is so common is because of
the economy of space.

5.3 The Use of Short Words

The space constrains charges a journalist to use shorter words in headlines. A

professional journalist has to know a lot of short equivalents for generally used words in the
news stories. For the same reason, word like as is preferred to the longer at the same time as,
when, while, for example: Flame lit as Games begin and [He] denies taking drugs as MP
(Clark, 2007:45).
However, the use of short words is quite distinct in tabloid newspapers and broadsheets.
Firstly, tabloids are of narrower width and they tend to use large type headlines which mean a
headline has to fit only a few words. The one possibility to hold all the words is to use the
shorter forms of them. On the other hand, broadsheets are larger format newspapers and are
able to provide wider column for headlines, permitting the use of more words in a line.
Moreover, a serious quality newspaper, in this case the chosen The Telegraph, is not likely to

23
use shorter words comparing to tabloids. The examples of headlines which include short
words are listed below:
(16) Ex-president Bush returns home from hospital (AFP, December 30, 2014).
(17) North Korea to send envoy to Russia (AP, November 14, 2014).
(18) What failed Palestinian UN statehood bid means (I. Lazareva, December 30,
2014).
(19) Front National activists banned for 'wine laxative prank' (A. Marszal,
December 31, 2014).
(20) Ed Miliband harks back to spirit of '45 in plea to Labour faithful (P.
Dominiczak, December 31, 2014).
Short words are usually used in the headlines considering political issues. The prefix ex-
is used instead of a longer word former. Even though, there are contraversions which of the
two forms should be used, both ex- and former are used interchangeably. They are used in
order to designate a person whose tenure is just over. Envoy is the shorter word to
ambassador. Envoy is like a messenger sent to other country for diplomatic meeting. The
word bid in this headline is used instead of a word attempt. The word banned here is used
alternatively to the word expelled. The shorter word version plea has been used in order to
interchange the longer word which is appeal or the phrase call for help.
Furthermore, short words are widely used in the headlines which concern money
related subjects. For example:
(21) Scots to demand cash for English services (J. Kirkup, March 9, 2014).
(22) Cameron: world facing second economic crash (Telegraph Reporter,
November 16, 2014).
(23) Labour's lead cut to two per cent after surge in Conservative support (C. Hope,
July 28, 2014).
As it can be seen from the above examples, the vocabulary related to the money issues is
composed of shorter word forms. The word cash is used interchangeably with the word
money. Another word crash is substituted for a longer one which is failure. Additionally, in
this case the shorter form cut is preferred instead of the word reduce.
One of the main reasons why the shorter word forms is used, is due to the space
limitation for newspapers, they shorten words wherever they can. However, the broadsheet
headlines are not full of short words as the audience of serious newspapers is more educated
so the language has to be formal, correct and deliberate.

24
 5.4 The Use of Loaded Words

In order to make headlines attract the reader‘s attention, headlines writers may select
words that carry particular strong connotation, that is, carry an emotional loading beyond
their literal meaning (Reah, 1998: 18). Strictly speaking, loaded words are words or phrases
which have strong emotional implications that may cause positive or negative attitudes
towards the hidden meaning beyond those words. The main source of headlines that contain
loaded words is less serious newspapers. To quote Clark (2007: 45) ―headlines (of tabloids, in
particular) often use sensational and emotionally charged lexis, with connotations that go
beyond the literal meaning.‖ Lexis in tabloids is less formal which consists of short and more
sensational words. In the examples given below we can see that the loaded words are
incorporated in the headlines describing countries‘ political affairs:
(24) Roman remains crumble in Italy's 'banana republic' (N. Squires, September
24, 2014).
The loaded phrase in this headline is banana republic. This expression refers to a country
whose economy is largely dependent on export such as bananas and who is governed by a
despotic political leader. This headline particularly attracts the reader‘s attention, because
Italy is not considered as a poor or economically weak country.
(25) Scotland is still drifting towards independence – but does anyone care? (J.
Kirkup, November 27, 2014).
Reading the headline, the word drifting evokes negative implication. The more neutral
phrase slowly moving could have been used instead. The use of loaded word is not incidental,
it emphasizes Scotland‗s pursuit of independence, which is being ignored so much.
(26) Freedom can still be the winner in this Egyptian soap opera (R. Spencer,
February 21, 2014).
In this situation soap opera has a negative connotation. A soap opera usually represents
dramatic situations and exaggerated emotions.
(27) There‘s a quiet rebellion under way against bossy government (P. Oborne,
March 27, 2014).
The word bossy carries a negative connotation towards the controlling government. This
article expresses a critical people‗s view on the countries‘ politics.
(28) A tale of cruel bureaucracy that kept parents locked away from ailing son (G.
Rayner and B. Gardner, September 3, 2014).

25
 Is this headline the word government has been changed to the word bureaucracy in order
to emphasize the absurd behaviour of officers.
(29) French vigilante beating leaves Roma teenager in a coma (News, June 17,
2014).
The word vigilante was used instead of a word attacker as it has more negative
connotation. It connotes someone who flouts the rule of law in seeking to uphold it and
suggests a dangerous disregard for justice in taking the law in his/her hands by committing
crimes. This word emphasizes a barbaric behaviour, describes violence used against the
victim.
From the above mentioned examples it can be seen that the use of loaded words is widely
used in the politicians‘ language. They seek the impact on the readers by the usage of such
tricky words. Loaded words strongly contribute to persuading people to adopt the positive or
negative newspaper‗s point of view.
Good headlines are those which attract the reader‘s attention, are interesting and
provocative. The main purpose of the use of loaded words in headlines is that these words
which have more than one meaning arouse diversity of emotions, such as laughter, anger,
worry or wonder. Tabloids use more exaggerated words in headlines, the tone is more
conversational and they seek the approach to the reader‘s emotions by using sensational,
dramatic or even vulgar vocabulary. Therefore the headlines in The Telegraph contain less
loaded words and only several examples were founded.

5.5 The Use of Nominalization

English is a very flexible language. Words can be created by adding or subtracting,

adopting from the other languages. Many words can be verbs and nouns at the same time, e.g.
record, decrease, discount, permit, etc. Such words have the same form, but different
pronunciation. Usually in the newspaper headlines verbs are turned into nouns, the agents of
the actions are removed, passive voice is used, to be verbs prevail as the main verb. This is
where nominalizations come into view.
As found in Oxford Dictionary of English Grammar (1996:259) nominalization can be
described as ―a noun or a noun phrase derived from, or corresponding to another part of
speech or clause.‖ Clarck (2007:46) states that nominalization permits a noun (e.g. murder) to
be the verb (to murder). She adds that in this way the ―verb‖ can also become the headword

26
and be described further by adding an adjective (Ibid). To be more explicit, it can be said that
not only a single word, but a clause or a part of sentence can be nominalized as well.
Fowler (2001:79) states that ‖it has often been observed that English is ―nominalizing‖
language. By this is meant that is structurally possible, and actually common, for predicates
(verbs and adjectives) to be realized syntactically as nouns: these are called derived
nominals.‖ Nominalizations are made by adding suffixes to a noun (e.g., –hood, –ship, –
ocracy, –ery, –ing, –ism), to an adjective (e.g., –ness, –ity, –acy, –ism), to a verb (e.g., –ment,
– ure, –age, –er/or, –ion/–tion/–sion, ance/ence, –al, –th).
There are different types of nominalizations. According to L. Heyvaert (2003:4), there
are nominalizations which contain part of a clause or a full clause (e.g., her signing the
contract, that she signed the contract), nominalizations at word level (e.g., bake —> baker).
The following examples are presented in order to show nominalizations:
(30) Eating in restaurants no better than fast food for health (R. Smith, August 8,
2014).
(31) Nick Clegg's refusal to appear with George Osborne is silly play-acting (J.
Kirkup, December 3, 2014).
(32) Motorists' confusion over how to pass a horse (N. Collins, March 31, 2014).
(33) Failure to check foreign criminals 'costing millions' (D. Barrett, October 22,
2014).
Moreover, cohesion is very important in all kind of texts. Newspaper headlines have to be
related to the articles and match to the provided information. Nominalizations can serve a
cohesive function. There are two types of nominalizations: explicit and implicit
nominalizations. The explicit units are the references inside the text, i.e. endophoric
references, and the implicit units are the references outside the text, i.e. exophoric references
(Paltridge, 2006:129). The phenomenon of explicit nominalization can be explained as a
reference within the text. To be more specific, the preceding nominalization refers to the
succeeding statement, or it can be vice versa. Consider examples of explicit nominalizations:
(34) Nigeria sentences soldiers to death for refusing to fight Islamists <…> A
Nigerian military court on Wednesday sentenced 54 soldiers to death for
mutiny after they refused to deploy for an operation against Boko Haram
Islamists in the northeast. (Agencies, December 14, 2014).
(35) Netanyahu slams European "hypocrisy" as court orders removal of Hamas
from terror blacklist <…> Benjamin Netanyahu accused Europeans of failing
to learn from the Holocaust on Wednesday after Europe's second highest

27
 court removed the Palestinian militant group Hamas from the EU's terror
blacklist. (R. Tait, December 17, 2014).
The headlines of the above examples are tied together with the information given in the
articles and the relation between them is established through the connection between the
nominalizations refusing and removal referring to the finite verbs refused and removed. As
the nominalizations can point backward or forward to their source verb it could be said that
such references make the whole text cohesive, by the connection of several sentences with
two words with the same meaning but different form.
All in all, nominalizations are used as a language economy device as well as a cohesive
device which connects the sentences and unifies the text. This is very important for
understanding the whole article. Moreover, nominalizations used in the newspaper headlines
help to create them shorter and clearer. The analyzed newspaper editorials use explicit
nominalizations as the journalist has to present descriptive information and examples in order
to prove his/her point of view.

5.6 The Use of Noun Phrases

A noun phrase or nominal phrase (NP) is a group of words in a sentence that

together behave as a noun3. Noun phrases are very commonly found in various types of texts.
Newspapers are one of the main sources which employ noun phrases with a wide range. To
put in Clarck‘s words (2007:47) headlines also create incisive, effective and economical texts
by creating noun phrases, where modifiers add further information to the noun, including
descriptive detail.
Noun phrases are one of the keystones of the newspaper headlines. The use of a noun phrase
enables a journalist to compose all the needed information into only a few words. This way of
creating headlines is very helpful as usually the word number of an article is limited.
Noun phrases may contain determiners. They come first in a noun phrase. Determiners
show the type of reference the noun phrase makes. Cambridge Dictionary4 explains that the
reference may be definite (the), indefinite (a/an), demonstrative (this, that, these, those),

3
Online Cambridge Dictionary http://dictionary.cambridge.org/dictionary/british/noun-phrase Accessed on 3
April, 2015
4
Online Cambridge Dictionary - http://dictionary.cambridge.org/grammar/british-grammar/noun-phrases-
dependent-words Accessed on 3 April, 2015

28
possessive (my, our, their, etc.). Determiners can also indicate number or quantity (e.g. seven,
all, some, no). Note the examples below:
(36) The people feel ignored – and they are angry (J. Daley, March 29, 2014).
(37) A history of White House intruders (J. Gurdon, September 23, 2014).
(38) This House rejects Aussie rules (M. Davidson, August 20, 2014).
(39) My fingers are crossed for the Union – and for Scotland's place in it (T.
Holland, September 18, 2014).
(40) All chiefs and no Indians' on the Today programme (T. Walker, February 21,
2014).
As it can be seen from the examples, determiners are used in front of nouns which
indicate the reference to something specific or something of a particular type. Moreover, if a
phrase has fewer words it can be accompanied by modifiers describing the noun. According
to Cambridge Dictionary (Ibid) the noun phrases also can include premodifiers which consist
of single adjectives, adjective phrases, single nouns and noun phrases which are used before
the head in a noun phrase. Here are some examples of adjective premodifiers in the nominal
headlines:
(41) The big wetsuit conundrum laid bare (C. Carter, August 24, 2014).
(42) Prince Harry‘s happy idea (Telegraph View, September 14, 2014).
(43) A new platform for trainspotters (J. Shute, September 2, 2014).
(44) A very modern rural reverend (C. Middleton, August 19, 2014).
(45) Financial support for grandparents who look after children (G. Graham,
August 18, 2014).
Adjective premodifiers characterize the qualities, features or details of a noun. All
adjective premodifiers can be qualititive (big, happy, new, modern) or classifying (rural,
financial).
Furthermore, in addition to adjectives and adjective phrases acting as premodifiers,
nouns can be premodifiers in nominal headlines as well. They specify particular aspects or
features of the noun, such as type, material, category, nature etc. Nouns that denote materials
and types are usually used as modifiers:
(46) Post-war nostalgia not what it used to be (News, October 30, 2014).
(47) Leather underwear for cold winter months (News, October 21, 2014).
(48) Cambridge University academic undergoes windpipe operation after stag
attack (S. Johnson, January 1, 2014).
(49) Ecuador earthquake leaves at least two people dead (BST, August 13, 2014).

29
 (50) Lithuanian construction workers form impressive production line (August 8,
2014).
(51) Buckingham Palace dancing Guardsman may face prison (Z. Spiro,
September 15, 2014).
As it is seen from the examples, premodifiers are often nouns (metal, leather, Cambridge
University, Ecuador), or noun phrases (Lithuanian construction workers, Buckingham Palace
dancing Guardsman).
The above mentioned determiners and modifiers only describe a noun or a noun phrase
in the given examples. In order to complete the meaning of a noun or a noun phrase extra
words and phrases are needed. Cambridge Dictionary provides the information that
prepositional phrases, adverb phrases, -ing phrases as well as relative clauses, that clauses, to
infinitive clauses are called postmodifiers which help to complete the meaning of the noun.
Postmodifiers come immediately after the head in a noun phrase. The cases which include
postmodifiers are presented below:
(52) AirAsia: Uniformed flight attendant and passenger with life jacket found
among bodies (J.Pearlman, December 31, 2014).
(53) This proved that nothing is harder to stomach than the sight of
politicians singing the praises of their foes (A. Cochrane, November 18,
2014).
(54) Graphic designer who tried to poison mother was unlucky in love, court
hears (Press Association, September 25, 2014).
(55) Something that’s like a holy well (C. Howse, August 29, 2014).
In addition to the examples provided above, headlines may also include more than one
postmodifier. What is more, premodifiers are short structures in comparison to postmodifiers.
To express the same information postmodifiers are made of much more words than
premodifiers. Postmodifiers give extra or specific information about the noun (e.g. place,
situation, possession, identifying features). They are not necessary to complete the meaning,
but to describe one or another event in more detail.
To sum up, using only one noun in a newspaper headline, it is not always enough to
reveal a full message. Very often nouns need to be modified (some information is added to
nouns) in order to convey the full message. Such information can be added before, or after
the main noun. All of the words which have been added between the head word is called
premodifiers. The words after the head word are called postmodifiers. Premodifiers as well

30
as postmodifiers give information about the main noun, help the reader to get more thorough
impression about the article.

5.7 The Use of Gimmicks

As has been mentioned in the previous sections, linguistic devices help to create
newspaper headlines attractive to the reader. To cite Clarck (2007:46), ―there are various
well-known strategies or gimmicks which headline writers can use, many concerned with
creating ambiguity.‖ As Reference Dictionary5 provides, ―gimmick is an ingenious or novel
device, scheme, or stratagem, especially one designed to attract attention or increase appeal.‖
In the other words, gimmicks are linguistic devices which help to attract the reader‘s interest
and increase appeal of the article. Another linguist Reah presents four groups of gimmicks
used in newspaper headlines. According to Reah (2002:17), the headlines of the first group
play on the potential for ambiguity that can exist in the relationship between word and
meaning. For example, the word aisle is a homophone (i.e. is identical in sound) of the phrase
I‘ll. This group also includes polysemy and homonym. Consider examples which include the
ambiguity of words through the use of puns:
(56) Spanish Ebola case: 'I am due to treat the patient. But I have no idea what
to do' (F. Govan, October 8, 2014).
(57) Russell Brand accosts RBS worker during anti-capitalist protest
outside bank (News, December 16, 2014).
(58) Politicians in a fix (Telegraph View, October 13, 2014).
(59) Churches are best social melting pots in modern Britain (J. Bingham,
December 7, 2014).
(60) A glimmer of hope for the Union (Telegraph View, September 15, 2014).
(61) Libya branded a "hotbed of terrorism" after airstrikes (H. Morajea and C.
Freeman, August 26, 2014).
Example 56 contains homophone as the words due and do have the same pronunciation.
Headline 57 is the case where homonym is used. Homonym refers to a group of words that
share the same spelling and pronunciation but contains different meanings. In this case bank
may signify the bank of the river or the place for money. Example 58 makes the unclear use

5
Online Reference Dictionary - http://dictionary.reference.com/browse/gimmick?s=t Accessed on 14 April,
2015

31
of a word fix. The word is a polysemy as it has a number of closely related meanings. The
word fix in the given example can imply a difficult or embarrassing situation politicians are
facing to or it can also mean the situation when a politician does something dishonest to make
sure that election will be won. Examples 59, 60 and 61 include metaphors. Metaphor is a
comparison between two unrelated things, e.g. churches are compared to melting pots as
people of different races, cultures, ages are united together by the belonging to the same
church. Another example of the metaphor is a glimmer of hope which signifies belief that
something positive will happen or improve. A comparison is made between Libya and hotbed
of terrorism after unexpected and cruel airstrikes. In these cases words used in the headlines
made them not so clear and understandable as well as more vivid and more interesting to
read.
Moreover, Reah (2002:18) distinguishes intertextuality as one more feature of the
newspaper headlines. To quote Reah (Ibid), ―any culture will have a range of familiar phrases
and sayings, and in the case of our particular culture, many of these come from popular
songs, films book titles, etc.‖ To be more precise, one of intertextual figures is allusion.
Allusion is the reference found in a text to media, social or cultural phenomenon. Allusion is
usually used in the newspaper headlines as in the examples below:
(62) In our own modest way, we‘re living in a Boko Haram world (B. Johnson,
May 11, 2014).
(63) Verona commissions replica 'Juliet' statue after one too many brushes with
tourists (N. Squires, February 25, 2014).
(64) How Kansas prepares for the Zombie apocalypse (D. Millward, September
25, 2014).
(65) Wealthy American‘s complaint about ‗poor kids‘ trick-or-treating goes
viral (R. Prince, October 28, 2014).
(66) Why Finding Nemo could be more traumatic for kids than Pulp Fiction
(S. Knapton, December 16, 2014).
Headline 62 refers to an Islamist terror movement so it implies that today we are living
in the world of fear of some unexpected attack. Headline 63 makes a reference to a well
known tragedy Romeo and Juliete written by Shakespeare. In headline 64 a reference to an
American movie under the same title is found. In the next example we find the phrase trick or
treating which refers to a customary practice for children on the Halloween who travel from
home to home asking for treats (such as candies or money) and threat to perform a trick if no

32
treats are given. The last example includes references to a well known animated film for
children Finding Nemo and another crime film for adults Pulp Fiction.
Reah (2002:18) states that newspaper headlines can be analyzed from a phonological
point of view as well. Even though headlines are written to be read, headline writers use the
reader‘s awareness of sound in order to make them more memorable. Newspaper headlines
can include alliteration, rhyme, onomatopoeia. The examples have been collected and
provided below:
(67) Two boys find baby‘s body at popular Sydney beach (J. Pearlman,
November 30, 2014).
(68) Costume drama is back as streaming goes mainstream (News, December
27, 2014).
(69) The cat that quacked (News, May 13, 2014).
(70) Listen up Cameron, the Queen doesn't 'purr' (H. Betts, September 24,
2014).
(71) Germany celebrates 25th anniversary of the fall of the Berlin Wall, in
pictures (News, November 10, 2014).
In headlines 67 and 68 phonetic device alliteration is used. McArthur (1992:29) states
that alliteration is the repetition of the same sound, usually in the initial consonant. It is
illustrated in the above example where the alliteration of b sound occurs in the beginning of
words. However, example 68 is the case where repetition of s sound is not in the initial
position. Examples 69 and 70 include onomatopoeia. According to Reference Dictionary6
onomatopoeia is the use of imitative and naturally suggestive words for rhetorical, dramatic
or poetic effect. Usually onomatopoeia includes the imitation of animal noises as in the
selected examples that involve quacked and purr. Moreover, newspaper headlines can
contain one more phonetic device which is rhyme. The same Reference Dictionary7 describes
rhyme as identity in sounds of some part, especially the end of words. To illustrate this,
example 71 can be used where words fall and wall are rhymed.
Figure 4 diagram below shows the frequency of each stylistic device used in the
newspaper The Telegraph:

6
Online Reference Dictionary - http://dictionary.reference.com/browse/onomatopoeia?s=t Accessed on 17 April,
2015
7
Online Reference Dictionary - http://dictionary.reference.com/browse/rhyme?s=t Accessed on 17 April, 2015

33
 Homophone
Polysemy

3% Metaphor
6% 3%
6% 9% Allusion
Alliteration
18%
35% Rhyme
20%
Onomatopoeia
Homonym

Figure 4. The use of stylistic devices in the newspaper headlines.

Having analyzed Figure 4, it can be noticed that the most common stylistic device used in
the headlines of the newspaper The Telegraph is metaphor, it makes 35% (12 tokens). The
second most popular stylistic device is allusion, it makes 20% (7 tokens). The next frequently
found stylistic device is alliteration, it makes 18% (6 tokens). 9% makes homophone (3
tokens). Onomatopoeia and rhyme, each of them makes 6% (2 tokens). Only one example of
polysemy and one example of homonym were found, they make 3% of all collected stylistic
devices.
All in all, instead of stating plain information various linguistic devices can be used.
Gimmicks such as homonym, homophone, polysemy, intertextuality, onomatopoeia and
rhyme help to make headlines more entertaining and effective as they are more surprising.
However, sometimes the use of such devices can cause ambiguity, because of the application
of unusual words or word.
To sum up, Figure 5 below illustrates what stylistic features were used in the chosen
newspaper.

Omission of Words
17% 24% Use of Short Words
17% Use of Loaded Words
15%
15% 12% Use of Nominalization
Use of Noun Phrases
Use of Gimmicks

Figure 5. The use of stylistic features in the newspaper headlines.

34
 The frequency of different types of stylistic features used in the newspaper is shown in
Figure 5. The most frequent type of stylistic feature is the omission of words, it makes 24%
(48 tokens). Less frequently found type is the use of noun phrases and the use of gimmicks,
each of them makes 17% (34 tokens). The next stylistic feature common in the newspaper
headlines is the use of short words, it comprises 15% (30 tokens), as well as the use of
nominalization, it covers 15% (29 tokens). The rarest type is the use of loaded words, it
makes 12% (25 tokens).
The main purpose of the newspaper headlines is to reach the audience. People who buy a
newspaper firstly look at the headlines so they have to be capturing attention. The impact of
headlines on the readers is likely to be stronger as certain stylistic features used in headlines
make them particularly memorable and effective. The use of stylistic features in the
newspaper headlines creates expressiveness, attractiveness and interest in reading them.
Sometimes headlines create humorous effect by the use of certain stylistic devices in order to
catch the reader‘s eye.

35
 CONCLUSIONS

The aim of the present research was to analyze the stylistic features such as the omission
of words, the use of short words, the use of loaded words, the use of nominalization, the use
of noun phrases, the use of gimmicks used in the newspaper headlines of The Telegraph. 200
instances helped to identify the linguistic features of the newspaper headlines. After the
research of the theoretical material and analysis of the newspaper headlines insights are
provided to the settled objectives: 1. To overview the theoretical data of functional styles; 2.
To overview the newspaper style; 3. To disclose the functions and general peculiarities of the
headlines; 4. To analyze special language features of the headlines; 5. To indicate the
frequency of certain stylistic features used in the newspaper headlines.
1. Functional style is a device of communication. There is number of functional
styles and each of them has its own vocabulary means, syntactical constructions
or phonetics. Each functional style depends upon the purpose of the text or the
specific conditions of communication in different situations. Publicistic style is
used in the newspaper language and its function is to influence public opinion.
Publicistic style‗s features include coherent and logical syntactical structure,
paragraphing, connectives. However, the classification of functional styles is a
complex problem as different linguists introduce different classifications which
are distinguished by certain features.
2. The main function of newspaper style is to inform the reader. There are three
types of newspapers: broadsheets (quality press), tabloids (popular press) and the
middle-range tabloids (between broadsheet and tabloid) newspapers. The news
stories have to be not only informative, the news has to be presented logically
and objectively, the language has to be clear and consecutive. The newspaper
style has a number of morphological, syntactical, lexical and compositional
features. The combination of these linguistic features is used in order to save
space, attract the readers‘ attention and make the language more interesting by
the use of carefully selected vocabulary.
3. Having analyzed the main features of newspaper headlines, it can be stated that
a headline is the title given to an article and which has a special way of writing
and its own functions. The newspaper headlines are written in sensational way
and the information is usually put in a few words to keep them more economical.

36
 The main functions of newspaper headlines are the intriguing of the reader, the
summary of the content, the indication of the writer‘s attitude, register and the
focus of the article.
4. From the collected examples it can be seen that the special language features
are used in the newspaper headlines. The omission of words, the use of short
words, the use of loaded words, the use of nominalization, the use of noun
phrases and the use of gimmicks are the main grammatical and lexical patterns
that create style which is found in the newspaper headlines. Moreover, the
omission of words can be further divided into five categories as well as the use of
gimmicks which includes a number of stylistic devices.
5. The statistical method allowed to find out that journalists most often tended to
use the omission of words, they make 24% (48 tokens) of all collected examples
(200 tokens). The use of noun phrases as well as the use of gimmicks comprises
17% (34 tokens) of all 200 headlines. Furthermore, the use of short words and
the use of nominalization is observed in 15% (30 tokens and 29 tokens)
headlines. Finally, the use of loaded words is the least popular stylistic feature
found in the newspaper headlines as it makes 12% (25 tokens) of all collected
examples.
It can be concluded that the use of different lexical and grammatical features combined
together creates the particular and distinctive style of the newspaper headlines. Moreover, it
indicates not only the newspaper style, but also emphasizes the identity of the English
language linguistic regularities.
Further investigation could involve the comparative analysis of the linguistic features used
in the English and Lithuanian newspaper headlines. Also, it would be interesting to see
whether the way of creating headlines is the same in the Lithuanian language. Moreover, the
investigation could involve the comparison of the classification which includes only
grammatical or only lexical features in the English and Lithuanian newspaper headlines, the
analysis of the translation of the headlines used in tabloid and broadsheet newspapers.

37
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DICTIONARIES

1. Online Cambridge Dictionary: http://dictionary.cambridge.org

2. Online Oxford Learner‘s Dictionary: http://www.oxfordlearnersdictionaries.com/
3. Online Reference Dictionary: http://dictionary.reference.com/

SOURCE

1. The Telegraph. Available from: http://www.telegraph.co.uk.

39