Marketers: Every clever way to say a product is affordable has already been tried
IKEA: Hold my meatballs
IKEA: Hold my meatballs
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Shlomo Genchin
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I went through 300+ brand taglines. Most of them use one of these 24 rhetorical devices:
[Save this post for later]
1. PERSONIFICATION
Give human traits to non-human things.
Example: Milk's favorite cookie. (Oreo)
2. ALLUSION
Mention a well-known person, place, concept, or event.
Example: Be like Mike (Gatorade)
3. HYPERBOLE
Exaggerate to make a point.
Example: So easy a caveman can do it. (GEICO)
4. PARADOX
A statement that contradicts itself but is actually true.
Example: Handbuilt by robots. (FIAT)
5. CHIASMUS
Reversing the order of words in two parallel phrases.
Example: All for freedom, freedom for all (Harley-Davidson)
6. ASYNDENTON
Skip conjunctions (like “and,” or “but”) in a list.
Example: Grace, space, pace. (Jaguar)
7. PLEONASM
Use more words than necessary to explain the benefit.
Example: When it absolutely, positively has to be there. (FedEx)
8. ALLITERATION
Start two or more words with the same sound.
Example: Intel inside (Intel)
9. ONOMATOPOEIA
Find words that sound like the product or its benefit.
Example: zoom-zoom (Mazda)
10. DIALOGUE
Use a sentence the customer would say in a real conversation.
Example: “Can you hear me now? Good!” (Verizon)
11. ANTITHESIS
Put two opposite words or ideas in the same sentence.
Example: It takes a tough man to make a tender chicken (Perdue)
12. OXYMORON
Combine contradictory terms.
Example: Simply clever (Škoda)
13. PARAPROSDOKIAN
Twist a familiar sentence.
Example: Think outside the bun. (Taco Bell)
14. ANAPHORA
Start different sentences with the same word.
Example: Maybe she’s born with it. Maybe it’s Maybelline. (Maybelline)
15. PUN
Ask your dad. Or any dad.
Example: Shave time. Shave money (Dollar Shave Club)
16. RHETORICAL QUESTION
Ask something not to get an answer, but to emphasize a point.
Example: Where's the beef? (Wendy’s)
17. SIMILE
Explain the product using “like“ or “as.“
Example: Like a good neighbor, State Farm is there. (State Farm)
18. METAPHOR
Describe the product by comparing it to something unrelated.
Example: Murder your thirst (Liquid Death)
19. RHYME
Use words that have the same or similar ending sounds.
Example: Beanz Meanz Heinz (Heinz)
20. PARALLELISM
Structure parts of a sentence to mirror each other.
Example: Have a break, have a KitKat. (KitKat)
21. EPISTROPHE
End sentences with the same word.
Example: What happens here, stays here. (Las Vegas)
22. CLIMAX
Ideas presented from least to most important/surprising.
Example: More fashion choices that are good for people, the planet, and your wallet. (H&M)
23. UNDERSTATEMENT
Express an idea as less important than it actually is.
Example: Does exactly what it says on the tin. (Ronseal)
24. IMPERATIVE
Give instructions or commands.
Example: Be a hero. (GoPro)
P.S. Join my free newsletter through the link in my bio, and I'll send you 21 creative marketing cheat sheets you can save and print.
#copywriting #creative #marketing
[Save this post for later]
1. PERSONIFICATION
Give human traits to non-human things.
Example: Milk's favorite cookie. (Oreo)
2. ALLUSION
Mention a well-known person, place, concept, or event.
Example: Be like Mike (Gatorade)
3. HYPERBOLE
Exaggerate to make a point.
Example: So easy a caveman can do it. (GEICO)
4. PARADOX
A statement that contradicts itself but is actually true.
Example: Handbuilt by robots. (FIAT)
5. CHIASMUS
Reversing the order of words in two parallel phrases.
Example: All for freedom, freedom for all (Harley-Davidson)
6. ASYNDENTON
Skip conjunctions (like “and,” or “but”) in a list.
Example: Grace, space, pace. (Jaguar)
7. PLEONASM
Use more words than necessary to explain the benefit.
Example: When it absolutely, positively has to be there. (FedEx)
8. ALLITERATION
Start two or more words with the same sound.
Example: Intel inside (Intel)
9. ONOMATOPOEIA
Find words that sound like the product or its benefit.
Example: zoom-zoom (Mazda)
10. DIALOGUE
Use a sentence the customer would say in a real conversation.
Example: “Can you hear me now? Good!” (Verizon)
11. ANTITHESIS
Put two opposite words or ideas in the same sentence.
Example: It takes a tough man to make a tender chicken (Perdue)
12. OXYMORON
Combine contradictory terms.
Example: Simply clever (Škoda)
13. PARAPROSDOKIAN
Twist a familiar sentence.
Example: Think outside the bun. (Taco Bell)
14. ANAPHORA
Start different sentences with the same word.
Example: Maybe she’s born with it. Maybe it’s Maybelline. (Maybelline)
15. PUN
Ask your dad. Or any dad.
Example: Shave time. Shave money (Dollar Shave Club)
16. RHETORICAL QUESTION
Ask something not to get an answer, but to emphasize a point.
Example: Where's the beef? (Wendy’s)
17. SIMILE
Explain the product using “like“ or “as.“
Example: Like a good neighbor, State Farm is there. (State Farm)
18. METAPHOR
Describe the product by comparing it to something unrelated.
Example: Murder your thirst (Liquid Death)
19. RHYME
Use words that have the same or similar ending sounds.
Example: Beanz Meanz Heinz (Heinz)
20. PARALLELISM
Structure parts of a sentence to mirror each other.
Example: Have a break, have a KitKat. (KitKat)
21. EPISTROPHE
End sentences with the same word.
Example: What happens here, stays here. (Las Vegas)
22. CLIMAX
Ideas presented from least to most important/surprising.
Example: More fashion choices that are good for people, the planet, and your wallet. (H&M)
23. UNDERSTATEMENT
Express an idea as less important than it actually is.
Example: Does exactly what it says on the tin. (Ronseal)
24. IMPERATIVE
Give instructions or commands.
Example: Be a hero. (GoPro)
P.S. Join my free newsletter through the link in my bio, and I'll send you 21 creative marketing cheat sheets you can save and print.
#copywriting #creative #marketing
