This article, based on the material of Brazilian and Portuguese newspapers, deals with the structural-semantic and communicative-pragmatic parameters of the modern newspaper headline, which is due to the increasing role of the journalistic style in modern society and the radical changes in recent years, as well as the increase of the pragmatic significance of newspaper headline in the context of modern mass media communication. The correlation of the headings with the structural schemes of the proposal is established in order to reveal the specifics of their pragmatic impact on the addressee.