Headline as a persuasive tool in publicistic discourse

Seminar paper from the year 2008 in the subject English Language and Literature Studies - Linguistics grade: 8 ECTS (out of 10) University of Groningen course: M.A. Euroculture: Europe in the Wider World language: English abstract: In this paper the headline of English-speaking newspapers and magazines has been studied as an independent and effective persuasive element of a text. In this paper I want to discuss how susceptible are we to linguistic style? How profoundly can the impact of a message be enhanced by the manner in which it is written assuming that one and the same thought can be expressed with different stylistic tools?The choice of words reflects not only differences in evaluations (positive or negative) or in emotions - it is also able to thrust reader's attitude to the core of a message and to direct and control one's perception and comprehension. The paper claims that language can be a very powerful and persuasive tool which draws the readers' attention being operated by skilful editors in a newspaper or magazine headline. In this regard the purpose of the paper is to address and answer the research question: How persuasion is realized linguistically across the English-speaking newspaper and magazine headlines? The study of headline as a powerful and persuasive linguistic tool can be applicable to multiple spheres of public life and to various media of information (e.g.: political campaigns slogans advertising publication of new directives issued by the European Commission etc.). It is interesting to observe what kind of stylistic devices and persuasive techniques news editors apply in headlines during the election campaigns in France (in 2007) in order to create public opinion or to provoke a certain reaction from the readers.Periodicals are cultural artefacts which are created and which function within a certain cultural context. That is they operate within the value system of that culture. Schäffner noted that any political