How to change grub boot options labels?

[joe at actionline.com]

How can one change the grub boot options titles or labels
as they appear on the boot splash screen?

I finally found a tutorial that explains how to change the
boot splash screen background image at the following URL:

- - - www.cozmodesigns.co.uk/Tutorials/bootsplashtutorial.odt

However, the titles or labels for the various boot options
shown on that splash screen are different than the titles
as listed in the /boot/grub/menu.lst (example shown below).

Why is that? And where (and how) can I change the titles or labels
as they appear on the splash screen?

menu.lst example:

timeout 10
color black/cyan yellow/cyan
gfxmenu (hd0,0)/boot/gfxmenu
default 0

title linux
kernel (hd0,0)/boot/vmlinuz BOOT_IMAGE=linux
root=UUID=2fdea9d5-beca-4192-8b2e-44b53696fa3d 
resume=UUID=c0c7f1be-ff0f-4f18-a86d-a98bd91d0e62 splash=silent vga=788
initrd (hd0,0)/boot/initrd.img

title linux-nonfb
kernel (hd0,0)/boot/vmlinuz BOOT_IMAGE=linux-nonfb
root=UUID=2fdea9d5-beca-4192-8b2e-44b53696fa3d 
resume=UUID=c0c7f1be-ff0f-4f18-a86d-a98bd91d0e62
initrd (hd0,0)/boot/initrd.img

title failsafe
kernel (hd0,0)/boot/vmlinuz BOOT_IMAGE=failsafe
root=UUID=2fdea9d5-beca-4192-8b2e-44b53696fa3d  failsafe
initrd (hd0,0)/boot/initrd.img