Have you ever come across a headline so inviting, so well-written, that you couldn’t resist clicking to read more?
More often than not, the magic behind those irresistible headlines is a ‘literary device.’ Sounds familiar? You might remember them from school English classes—Metaphors? Similes? Alliteration?
In the crowded online space, a punchy headline can make all the difference—whether it’s your blog, ad copy, or website hero section.
So, headline writing is a skill no writer can afford to ignore. And, these literary devices can be your secret weapon.
If you find yourself scratching your head at ‘literary devices,’ don’t worry!
In this blog post, we’re going to talk about how you can use these literary tools to write attention-grabbing headlines.
Plus, we’ll check out some successful real-world examples of these devices in action.
The power of literary devices in headline writing
We mostly think of literary devices as something used in stories or poems. But they can make a huge difference in headlines, too.
Think of them as the special ingredient that makes headlines more interesting, memorable, and emotionally impactful. These devices can:
- Simplify complex ideas or abstract concepts, making them easier to understand.
- Create curiosity and intrigue, encouraging readers to click and read more.
- Evoke emotions and resonate with readers on a deeper level, building a stronger connection.
- Helps you guide your readers’ attention to the most important parts.
- Improve the pacing and flow of your writing.
Now, let’s understand some basic literary devices and see their applications in headline writing.
Understanding literary devices with examples
While there are numerous literary devices, we’ll focus on 9 useful literary devices for headline writing.
1. Alliteration
Alliteration is the repetition of the initial consonant sound in successive or closely connected words.
It creates a rhythmic effect and emphasizes certain words, making phrases catchy and memorable. For example, “She sells sea shells by the sea shore.”
Take a look at this headline on M&M’s website. See how they’ve used alliteration throughout the hero text—“toss the tassel,” “the taste,” and “sweet success.”
2. Antithesis
Antithesis sets contrasting ideas against each other, often in a parallel structure.
It helps create a stark contrast and emphasizes the differences in a way that can be visually and emotionally striking.
For example, “It was the best of times, it was the worst of times.” This sentence from Charles Dickens contrasts extreme conditions to highlight the complexities of the era.
This Airbnb campaign uses antithesis to promote unique stays, presenting two contrasting ideas in a single expression.
3. Hyperbole
Hyperbole involves exaggerated statements or claims not meant to be taken literally – often with serious, comic, or ironic effects.
It is used to emphasize, create strong impressions, and evoke strong feelings.
For example, “I’ve been waiting forever.” This expression shows that the wait felt very long and annoying, making the speaker’s frustration seem even bigger.
Meow Mix, a popular cat food brand in the US, cleverly uses hyperbole in their headlines to emphasize how much cats love their product.
4. Imagery
Imagery uses descriptive language to create visual (and sometimes sensory) representation in the mind of the reader.
It can refer to visual descriptions as well as descriptions that appeal to any of the senses – allowing the reader to see, hear, smell, taste, or feel what the writer is describing.
For example, “The crimson sunset painted the sky with streaks of orange and pink, casting a golden glow over the tranquil lake.” This example appeals to the sense of sight, vividly describing the colors of the sunset and the beauty of the scene, creating a visual image in the reader’s mind.
This headline for Kellogg’s Fruit Loops on their website is a perfect example of imagery. It creates an appealing mental image that the product is not only tasty but also vibrant and exciting.
5. Metaphor
Metaphors make a direct comparison between two unrelated subjects without using “like” or “as,” suggesting that one thing is another.
This enriches the text by transferring the characteristics of one object to another.
For example, “Time is a thief.” This metaphor suggests that time steals moments from our lives, creating a deeper understanding of how time passes.
The headline of this sustainability section on the Red Bull website is an excellent example of using metaphor to highlight the importance of recycling.
6. Oxymoron
This literary device pairs contradictory words together to create a paradoxical effect.
It’s often used for emphasis, to create drama, or to make a reader think about an apparent contradiction.
For example, “Parting is such sweet sorrow.” This oxymoron combines contradictory terms (“sweet” and “sorrow”) to describe a complex emotion.
Take a look at this headline used on the Samsung Galaxy Tab S9 Ultra landing page. By pairing “uniform” and “brilliance,” the phrase contrasts the idea of being standard or the same across all areas with the notion of being exceptional.
7. Personification
Personifying involves giving human characteristics to animals, inanimate objects, or abstract concepts.
This can make headlines more vivid or help readers understand or relate to the subject being described.
“The city never sleeps.” This personifies the city as having human-like wakefulness. It suggests that the city is always bustling with activity, much like a person who never sleeps.
The headline of this Appy Fizz campaign is a great example of personification. The drink is personified as a companion or friend one might “hang out” with.
8. Puns
Puns are a form of wordplay that take advantage of words that have similar sounds but different meanings.
They exploit similar-sounding words or play on different meanings of the same word, often for humorous effect.
For example, “To the guy who invented zero, thanks for nothing.” This pun jokes about the concept of “zero,” meaning “nothing.” And thanking its inventor for “nothing” uses a playful twist on gratitude while actually acknowledging the importance of the numeral.
Check out this Valentine’s Day print ad copy by Spotify. By changing “air” to “ear,” the pun introduces a playful twist to the headline.
P.S. – Zomato, the Indian food delivery app, uses puns in their copies like no other. Check some examples in their push notifications.
9. Simile
A simile draws a comparison between two different things using the words “like” or “as.”
This comparison helps make descriptions more vivid and relatable to the reader by linking something unfamiliar to something familiar, thus creating a clearer understanding or a stronger image.
For example, “Her smile is like the sun.” Here, the simile draws on the reader’s knowledge and feelings about the sun to deepen the description of her smile.
In this headline from Casper’s website, comparing sleep to buying their mattresses with a simile establishes a compelling and relatable image.
Wrapping up
In short, using literary devices can really make your headlines stand out!
Whether you sprinkle in an alliteration, serve up a metaphor, or crack a pun, your headlines can draw in your readers instantly.
I hope you found this article to be a helpful resource for better headline writing.
Remember, writing headlines well takes practice. So, don’t be afraid to experiment.
