Abstract: News commentary has always been regarded as the "soul of newspaper". The level of news commentary determines the height of media's thinking. Today, with the high popularity of the Internet, the unique characteristics for news commentary to analyze the news and disseminate exclusive voice enables it to make speech as an important point for the media to carry out personalized management. "Reading the news means reading the headlines" and "5 second effect" are also applicable to news commentary. Good headlines make it possible for news commentary to receive readers' attention in the first place. Although influenced and restricted by the language and style of theoretical articles, the use of rhetoric is still an important means to improve the vitality of the commentary title.