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Despite the great scientific interest that linguists  have recently shown in the media, magazine covers have hardly been subject to  linguistic research. This is the more astonishing as front covers are  omnipresent contact texts. Their multimodal character, which combines visual and  verbal elements into complex persuasive messages, has a great influence on the  competitive press market in two different ways: on the one hand it represents a  complex form of advertisement whose visual-verbal rhetorics, in addition to  selling the product, also enhance the pleasure in the reading of the text. On  the other hand, in its function as a label or even a ‘window’, it can be  considered an important pretext which announces, indicates and appraises  subsequent texts inside the magazine. In the light of this overall  captatio   function, this paper intends to give a first overview of the most important  visual and verbal means attested in my data – selected covers of Italian and  French magazines compiled in the last decade. The language of covers, which is  intentionally anchored in a creative visual, proves to be an extensive repertory  of deictic forms of which the main function is cataphoric reference. While these  are considerated as genre-constitutive according to some underlying  semantic-functional criteria, others are occasional tricks created just to  capture the reader’s attention. From a strategic viewpoint covers, especially  those of the Italian media, are full of such rhetoric devices which mainly  cluster in the headlines and their interface with the dominant visual element.  Very often, the comical effect that front covers achieve in their immediate  context derives from processes of deviation from conventional  sign-relationships.

Magazine Covers – A Multimodal Pretext-Genre