The article analyzes the headline complexes of the modern newspapers and magazines with the purpose of determining the specific features of their pragmatic orientation, as well as verbal presentation. The functions of heading components (the headline, the subtitle and the lead) are identified. The study was focused on the headings containing precedent texts, which create intertextuality typical of the media text. In the final analysis, the headline complex is recognized as a convoluted original media text, designed to influence the reader's feelings, to attract his attention, and manipulate his mind.
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