The article proves that a metaphor plays an important role in the design of a headline, as it implements its compressive and attractive functions. Metaphorical units in a compact form inform the recipient about the content of an economic text, arouse his interest in the article and lead to further perception of the message.

The article deals with the metaphor as the means of implementationof the emotional and evaluative function of a headline. The metaphors in the headlines of economic texts of the German magazine “Der Spiegel”express evaluation and cause the recipient’s emotional feedback. Metaphors serve not only to express emotionsbut also to persuade the reader of the justice of the author’s assessment. In this regard, the modern mass media use bright expressive headlines; their expressiveness is achieved by means of metaphors.