We propose a novel method that enables us to determine words that deserve to be emphasized from written text in visual media, relying only on the information from the self-attention distributions of pre-trained language models (PLMs). With extensive experiments and analyses, we show that 1) our zero-shot approach is superior to a reasonable baseline that adopts TF-IDF and that 2) there exist several attention heads in PLMs specialized for emphasis selection, confirming that PLMs are capable of recognizing important words in sentences.