Today, when the flow of information is incredibly strong, a journalist needs first and foremost the urgent processing of material and its rapid dissemination, yet there is always a great need for journalistic texts with good content in the first place. In order to create a good journalistic text, it is also important to choose a title and a corresponding text. There have been great positive changes in the media in the area of wide use of genres, enrichment of material content, and increase of informativeness. Attention is being paid to the use of language tools that help ensure the originality of the titles of publicist texts and advertisements and increase their advertisement. In addition, the widely developed Internet journalism sets itself the task of linguistic study of the language of Internet publications. In the monograph linguistic features of headlines of publicist texts and advertisements published in Internet publications are investigated.