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