Mass media title in the focus of linguistic analysis

The scientists recognize the mass media’s influential dominant to be its core feature and this is why the linguistic component within the mass media structure acquires double suggestivity, considering the inherent influential nature of the language itself. Given this, researching the modern Ukrainian mass media language, especially newspapers language, gained extra significance today. Studying the influential aspect of utilizing the newspaper headers has just begun, which emphasizes the relevance of the research.The article examines the specifics of the media headline as an important communicative unit, as well as analyzes the traditional and modern views of scientists on the properties and functions of the media title. Based on the achievements of neurolinguistic programming, the mechanism of influence (suggestion) at the level of the newspaper headline is revealed, in particular, the emphasis is on the three stages of the suggestion. The study emphasizes that a successful and effective headline is the semantic "core" of the message, a psycho-emotional "irritant", as well as an associative core, which forms the appropriate attitude or mood of the reader.The research defines the media titles main functions, focusing on the impact effect, which is implemented with interest, amusement and keeping the reader's attention; crucial information emphasising, i.e. "logical stress"; the function of satire and humour creation; author's assessment expression; figurative and emotional expressiveness, as well as optimization of the recipient's associative thinking and creation of aesthetic pleasure while percepting the message.The prospect of further studies may be the titles of online publications, which will expand the array of research material.