This chapter deals first of all with playful language in newspaper headlines: their rationale, appropriateness and the linguistic process involved, the major being the pun. Also considered and analysed is the use of playful titles in books, e.g. those of Kathy Lette or Ben Elton. It also looks at, surprisingly perhaps, journal article titles; these are not as exempt from playfulness as one might suspect. The over-riding factor in all these types is their aim to attract, though sometimes such attempts go astray.