The title or the headline is certainly language of a particular type not only grammatically and typographically (such as size and style of printing, layout, use of colour) but also stylistically. It catches the eye and commands attention. Moreover, a PU appearing in a title or a headline attracts by its figurative meaning and image. It brings the idea of the text to the fore, making it more prominent. The teader is offered a conclusion or is invited to draw one. An interesting area of research is the striking and innovative use of proverbs in the headlines of texts of advertisements, where much emphasis is achieved by “creative headlines which act as major attention-getters” (Mieder 1989: 293).