Have you ever wondered why certain brand names or slogans seem to linger in your memory? This isn’t mere coincidence. Behind the scenes, a variety of rhetorical techniques are deliberately employed to embed these seemingly random snippets of information into your consciousness. These techniques are meticulously chosen by writers and marketers to optimise memorability, recall, and emotional impact.
Today we’re going to discuss one of those techniques called alliteration. Though you might remember the term from your English Literature classes, alliteration surrounds you daily. It adds tune to the music you listen to, pops up in company names, makes speeches unforgettable, and brings advertising to life!
Alliteration, by definition, is the repetition of initial consonant sounds in closely connected words. This literary device is used to craft pleasing rhythms and can be strategically used to set the tone, enhance the appeal of language, and ensure messages are not easily forgotten.
Famous Alliteration Examples
To illustrate this technique in action, we can examine a famous example from literature, the poem “The Raven” by Edgar Allan Poe.
“Deep into that darkness peering, long I stood there wondering, fearing,
Doubting, dreaming dreams no mortals ever dared to dream before;”
Poe uses alliteration to create a musical rhythm that accentuates the poem’s haunting theme. The repetition of the “d” sound in “Doubting, dreaming dreams no mortals ever dared to dream before” conveys a sense of depth and darkness, pulling the reader deeper into the narrator’s psyche.
Another powerful example is Martin Luther King Jr.’s iconic, “I have a dream” speech.
“I have a dream that my four little children will one day live in a nation where they will not be judged by the colour of their skin but by the content of their character.”
The subtle alliteration being the focus of the C on colour, content, and character reinforces the crucial points of his vision, emphasising the societal values he championed.
But alliteration is not just used for poems and speeches, it is a potent tool in branding and advertising. This technique enhances memorability and recall, making brand names and slogans stickier and more engaging. For instance, Coca-Cola and PayPal both utilise alliteration in their names, making them easy to remember.
In advertising, Samsung leveraged alliteration to promote its Smart Switch feature with the tagline: “Seamlessly Simple Smart Switch.” Similarly, Best Buy’s slogan “Buy Better at Best Buy” uses alliteration to reinforce the brand’s commitment to quality and value.
Why Alliteration is Persuasive
Alliteration captures the attention of listeners and readers through its rhythmic pattern, which explains its prevalence in many successful marketing campaigns. A rhythmic and pleasing sound pattern naturally stands out amidst the monotony of speech or text, drawing immediate attention.
Moreover, the repetition of sounds not only makes verbal content like radio ads and promotional videos easier to listen to and more engaging but also enhances written content. In printed text or digital media, alliteration draws the eye to key phrases, making them more noticeable in dense marketing materials or crowded social media feeds.
Alliteration increases the memorability of phrases, making them “sticky.” This effect is similar to how a catchy song makes lyrics easy to recall — the repeated sound patterns serve as mnemonics, aiding in memory retention. This is a key reason why many brand names and slogans incorporate alliteration to leverage this memory-boosting characteristic.
Finally, alliteration can play up the emotional tone of a message aligning with the rhetorical practice of pathos (emotional appeal). For example, soft sounds might be used to soothe, while harsher sounds can invoke discomfort or urgency. This makes it a powerful technique when trying to influence someone’s state of mind.
For example, a company selling commuter backpacks for young professionals might use the playful slogan, “Bounce into the buzz of the big city with our bold, bright, backpacks”. Here the energetic “B” sound sets a bustling vibrant mood.
Alternatively, a brand selling a hot chocolate drink might seek to create a sense of calm and comfort with alliteration around the letter “C”, “Cozy up with our comforting cups of cocoa – calm, creamy, captivating”. Here the alliteration combined with the right visuals can set a warming and relaxing mood for their audience.
When To Use Alliteration
The most important rule of using alliteration is that less is more. Never overload a message with it, one or two instances around key points is more than enough. If you overdo it the impact becomes diluted, and message becomes significantly harder to follow.
There are plenty of opportunities to use this powerful rhetorical technique in your own digital persuasion efforts.
Try some of the following:
- Brand Names and Taglines – as mentioned previously, due to its ability to assist with memory recall, alliteration is great for company names or making a slogan stand out in a crowded marketplace.
- Product Launches – when introducing a new product, use alliteration to draw attention and create buzz. Use it strategically in headlines, email subject lines, and social media posts can increase engagement and interest.
- Highlighting Promotions – For special discounts or exclusive offers, alliterative phrases can create a sense of excitement and urgency, e.g., “Flash Friday Frenzy” or “Summer Sale Spectacular”.
- Blog Titles and Headings – Use alliteration in blog titles and subheadings to make them more engaging and enjoyable to read. This can also help in SEO by making titles more distinct and potentially more clickable.
- Social Media Posts – Craft posts with alliterative captions to enhance engagement on platforms like Instagram, Twitter, and Facebook. Alliteration can make posts more likely to be remembered and shared.
- Email Marketing: Use alliteration in email subject lines to catch the eye in a crowded inbox. This can lead to higher open rates and better engagement with your content.
- Social and Search Ads – Ads that are memorable have the potential to increase click-through rates. Therefore, using alliteration in online ads can make your headlines and descriptions stand out in a sea of search results or on your target audience’s newsfeeds.
Tips On Using Alliteration
As mentioned in the previous section, use alliteration sparingly and strategically. It is best saved for highlighting key points that you want your audience to remember.
Always consider the context and your target audience. Alliteration should fit naturally within your message and align with your audience’s preferences. For example, playful and catchy alliteration might be suitable for a younger audience or a casual marketing campaign, but a more conservative or professional demographic might prefer something subtler.
Pay careful attention to the letters and sounds selected as these can profoundly affect the mood of the message. For instance, the repetition of the “S” sound might convey stealth, invoke a sense of mystery or caution, which would be perfect for a brand dealing in security systems. Alternatively, softer sounds like “H” or “I” offer a soothing or romantic feel, ideal for brands in the beauty or health wellness sectors. In contrast, sharp sounds like “K” or “T” can energise your audience, making them excellent choices for sports brands.
Whatever mood you’re trying to set, be sure to combine alliteration with other cues such as visuals and sounds to ensure your intentions have the desired effect.