Abstract
The article deals with the analysis of language means in modern business English discourse. The material under study is a set of the podcast headings borrowed from the Wharton business school collection of thematic groups such as «Leadership», «Management», «Innovation», «Finance», «Marketing». The results of the research show that persuasive headings constitute the main part of the total body of the headings. Their aim is to attract the addressees’ attention and encourage them to read or listen to the podcasts. Regardless of the thematic group, language means include the following: the use of a punctuation mark, such as the colon that specifies the information contained in the first part of the title, in combination with such stylistic devices as metaphor, antithesis, metonymy, allusion and alliteration. Affirmative and interrogative sentences with «wh – words» and a functional word «how» come second in the frequency of usage, they do not only put a question but also give an answer to it.
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