Monday, October 06, 2008

“Seeking to sell? Alliterate like hell.”

Alliteration and rhyme are two amazing mnemonic devices. And now comes new evidence of just how powerful they can be.

(I’ve taken a lot creative flak over the years because some thoughts my headlines or taglines were too cute or “sing-song.” It’s reassuring to see some support for their effectiveness.)

In her column “Copywriting lessons from ‘Beowulf’ and Mother Goose” (Advertising Age, Lenore Skenazy reports on studies of how the mind retrieves words and ideas.

Here are some of the alliterative and rhyming copy she refers to:

Dunkin’ Donuts
Tony the Tiger
Hamburger Helper
Krispy Kreme
Jamba Juice
It takes a lickin’ and keeps on tickin’.
Don’t dream it, drive it.

If you remember more such names and phrases, submit them in the comment section.

1 comment:

brian cohan said...

I also think one of the more effective alliterative techniques is found in the Master Card commercials which litanizes the price of the item, and concludes with denoting the ultimate experience as being "priceless".