a single source, nothing corroborates it

Repeat sounds and shapes so the line sticks

Memorability is mechanical rather than magical. Carry the reader between words with a repeated opening sound, close consecutive clauses on the same word, hold the same grammatical shape across them, and reuse words that share a root. None of it changes the meaning and all of it changes whether the line survives the day.

The method

1. 01

   Alliterate to carry the reader from one word to the next.

2. 02

   Close successive clauses with the same word to add a chime.

3. 03

   Repeat the same grammatical shape across consecutive clauses to give a line rhythm.

4. 04

   Repeat words that share a root to turn a phrase into something memorable.

What it returned

• Named as epistrophe

• Named as parallelism, one of eight devices found in a three-part slogan about a daily scoop

• Named as polyptoton

Sources

• One line. Eight Rhetorical Devices.Harry Dry · Marketing Examples · undated