STRATEGIJE POPULARNE KULTURE EKSPRESIVIZACIJA ? ČEST MEHANIZAM U GRAĐENJU NASLOVA

The article explores mechanisms that are used by journalists inventing headlines in men's monthly magazines in order to attract the attention of the audiens. Although two analyzed magazines (The Men and The Men’s Health) have a different approach to the readers, they use the same means to influence the recipients: an expressive lexis, hyperbole, comparison, figures of speech, quotations…While struggling for the attention, the strategy which is approached by the pop culture text creators, doesn’t differ from the method adopted by the authors of other orientation. It is often a very effective mechanism of expressive writing.