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Eye-catching headlines function as the first device to trigger more clicks,bringing reciprocal effect between producers and viewers. Producers can obtainmore traffic and profits, and readers can have access to outstanding articles.When generating attractive headlines, it is important to not only capture theattractive content but also follow an eye-catching written style. In thispaper, we propose a Disentanglement-based Attractive Headline Generator (DAHG)that generates headline which captures the attractive content following theattractive style. Concretely, we first devise a disentanglement module todivide the style and content of an attractive prototype headline into latentspaces, with two auxiliary constraints to ensure the two spaces are indeeddisentangled. The latent content information is then used to further polish thedocument representation and help capture the salient part. Finally, thegenerator takes the polished document as input to generate headline under theguidance of the attractive style. Extensive experiments on the public Kuaibaodataset show that DAHG achieves state-of-the-art performance. Human evaluationalso demonstrates that DAHG triggers 22% more clicks than existing models.

The Style-Content Duality of Attractiveness: Learning to Write Eye-Catching Headlines via Disentanglement