Advertisements and announcements.

Advertisements made their way into the British press at an early stage of its development (in the 17^th century). Their principal function is to inform the reader. There are two basic types of advertisements and announcements in the modern English newspaper: classified and non-classified.

In classified advertisements and announcements various kinds of information are arranged according to subject-matter into sections, each bearing an appropriate name. in “The Times”, for example, the reader never fails to find several hundred advertisements and announcements classified into groups, such as BIRTHS, MARRIAGES, DEATHS, BUSINESS OFFERS, etc. (“CULHANE – on November 1^st, to BARBARA and JOHN CULHANE – a son”).

The tendency to eliminate from the sentence all elements that can be done without has no stylistic function; it is purely technical – to economize place, expensive in what newspaper men call ‘advertising hole’. The vocabulary of classified advertisements and announcements is on the whole neutral.

The headline.

The headline \the title given to a news item or an article\ is a dependent form of newspaper writing. It is in fact a part of a larger whole. The main function of it is to inform the reader briefly what the text that follows is about. But apart from this, headlines often contain elements of appraisal, i.e. they show the reporter’s of the paper’s attitude to the facts reported or commented on. English headlines are short and catching. A skillfully turned out headline tells a story, or enough of it, to arose or satisfy the reader’s curiosity.

The practices of headline writing are different with different newspapers. In many papers there is, as a rule, but one headline to a news item, whereas such papers as ‘The Times’, ‘The Guardian’, ‘The New York Times’ often carry a news item or an article with two or three headlines, and smt as many as four. (FIRE FORCES AIRLINED TO TURN BACK

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