Sub-titles. Sub-titles are often used to supplement and amplify the titles. They are the counterparts of the "decks" and "banks" in news headlines. Their purpose is to give additional information, to arouse greater interest, and to assist in carrying the reader over, as it were, to the beginning of the article.
Since sub-titles follow immediately after the title, any repetition of important words is usually avoided. It is desirable to maintain the same tone in both title and sub-title. Occasionally the two together make a continuous statement. The length of the sub-title is generally about twice that of the title; that is, the average sub-title consists of from ten to twelve words, including articles and connectives. The articles, "a," "an," and "the," are not as consistently excluded from sub-titles as they are from newspaper headlines.
Some Types of Titles. Attempts to classify all kinds of headlines and titles involve difficulties similar to those already encountered in the effort to classify all types of beginnings. Nevertheless, a separation of titles into fairly distinct, if not mutually exclusive, groups may prove helpful to inexperienced writers. The following are the nine most distinctive types of titles: (1) label; (2) "how" and "why" statement; (3) striking statement, including figure of speech, paradox, and expression of great magnitude; (4) quotation and paraphrase of quotation; (5) question; (6) direct address, particularly in imperative form; (7) alliteration; (8) rhyme; (9) balance.
The label title is a simple, direct statement of the subject. It has only as much interest and attractiveness as the subject itself possesses. Such titles are the following:
(1)
RAISING GUINEA PIGS FOR A LIVING
One Missouri Man Finds a Ready Market for All He Can Sell
(2)
HUMAN NATURE AS SEEN BY A PULLMAN PORTER
(3)
THE FINANCIAL SIDE OF FOOTBALL
(4)
CONFESSIONS OF AN UNDERGRADUATE
(5)
BEE-KEEPING ON SHARES
(6)
A COMMUNITY WOOD-CHOPPING DAY
(7)
WHAT A WOMAN ON THE FARM THINKS OF PRICE FIXING
The "how-to-do-something" article may be given a "how" title that indicates the character of the contents; for example:
(1)
HOW I FOUND HEALTH IN THE DENTIST'S CHAIR
(2)
HOW TO STORE YOUR CAR IN WINTER
(3)
HOW A FARMER'S WIFE MADE $55 EXTRA
(4)
HOW TO SUCCEED AS A WRITER
Woman Who "Knew She Could Write" Tells How She Began and
Finally Got on the Right Road
The "how" title may also be used for an article that explains some phenomenon or process. Examples of such titles are these:
(1)
HOW A NETTLE STINGS
(2)
HOW RIPE OLIVES ARE MADE
(3)
HOW THE FREIGHT CAR GETS HOME
Articles that undertake to give causes and reasons are appropriately given "why" titles like the following: