Differences between headlines and slogans in the French press

Matyushenko Maria Sergeevna

The study is based on the material of the leading French media – the article attempts to reveal the specifics and differences of headlines and slogans in the press. In the process of titling texts, a major role is given to social representations in the construction of knowledge systems, on which the readership and, accordingly, journalists rely for interpreting events and responding to them. Discussion of theoretical and methodological issues related to the discursive analysis of newspaper headlines and slogans underlying this research work is devoted to the differentiation of these concepts. Headlines and slogans are a particularly rich source of information on national perceptions circulating in society. The advantage of the analysis of headlines and slogans is that they contain references to the "knowledge" and encapsulate them in the designation of knowledge systems and "national ideas" about the world of La Francophonie. The relationship between these two categories of press representation (publishers and articles) is contrasting and binary: according to our hypothesis, headlines have a nominative function, and slogans are the most productive way to present and characterize any publication / company / brand. At the same time, their concept of construction and Genesis is the same – when writing slogans and headlines, journalists rely on widespread cultural knowledge of a certain country. The article also presents some linguistic features inherent to varying degrees of titles and slogans that have for this work is not so much marketing as artistic value.

Keywords:press, headlines, slogans, media, newspaper, French periodicals.