The Low Down on Slogans
The art of assonance adds poetic rhythm and medial rhyme to the words that you use. Unlike alliteration when the reader is aware at the start that there is a match, assonance is subtle. You barely know it is there. The rhyme or rhythm comes from the structure of the words you use.
I love this example from the song With Love by Thin Lizzy: “I must confess that in my quest I felt depressed and restless.” Click through and listen out for it.
Vowels are particularly useful in developing assonance. Is and es are high sounds and increase energy whereas longer sounds like aahs, uuhs and oohs will slow down the rhythm and pace.
Consider Hoover’s slogan “It beats as it sweeps as it cleans” or the Bounty bar as a “quicker picker upper” Listen to the difference in pace with “You know when you’ve been Tango’d” or Volkswagen’s “Ever wonder how the man who drives the snowplough gets to work”
Your challenge; should you choose to accept it … is to work out how many examples of assonance there are in this, possibly the longest single word slogan ever?
Lipsmackin-thirstquenchin-acetastin-motivatin-goodbuzzin-cooltalkin-highwalkin-fastlivin- evergivin- coolfizzin…Pepsi