A great headline

The Economist know how to work words. Their ads and front covers have a strong, consistent tone of voice that promise savvy content. For a while we subscribed to the magazine because my daughter was getting interested in politics. I kept this issue (June 2011) and came across it this morning while tidying up.

“The man who screwed an entire country” coupled with the shot of Berlusconi.

The headline tells half the story; the image tells the rest. It assumes the reader knows enough to fill in the blanks. All these dynamics create a ‘pull’ into the magazine: you want to read the article. I have to say that for the subject matter, the diction is perfect (choice of words). It couldn’t be more appropriately inappropriate.


By Liz Holt