12 rhetorical concepts every copywriter should know

Today, we’re back in the classroom to learn about rhetorical devices and figures of speech. Whether you’re a writer or a marketer, understanding these techniques will vastly improve your copy. Be seated and let’s unpack some of the most popular devices and how you can use them.

What’s anaphora? I thought it was some kind of Greek jar.

You’re thinking of an amphora. Anaphora is the repetitive of one or more words within one or more consecutive sentences.

A Tale of Two Cities by Charles Dickens uses anaphora to create one of literature’s most memorable opening paragraphs. “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair.”

Try using anaphora in your mission statement to add gravity and emotional weight. 

What’s anthropomorphism? Am I spelling that right?

Yes you are. Anthropomorphism is when we apply human traits or qualities to non-humans, like your dog, your computer, or the weather.

Unlike personification, anthropomorphism is literal. For example, in the song lyrics, “The sun in the sky has a smile on his face.” Compared to personification, which would be something like “The moon was shaped like a crescent smile.’ 

Humans have always had the urge to anthropomorphise—and we’ve seen that through cheery food mascots over the last century. Over the last decade, we’ve also seen a lot of product copy that invites people to “Keep me somewhere shady” or “Enjoy me at my best.” 

What’s assonance? Is that a real word?

A complicated word for a simple device. Assonance is when you place two or more similar vowel sounds closely together. Such as, the cat’s out of the bag.

Assonance is popular in slogans and taglines. For example, Google’s (quietly retired) motto, ‘Don’t be evil’ or Capital One’s ‘What’s in your wallet?’.

Now you know. Use it to write some catchy campaign copy.

What’s asyndeton? When should I use it?

Asyndeton is a list of words connected by using punctuation rather conjunctions like ‘and’ or ‘or’. Most famously, Julius Caser used it to write “I came, I saw, I conquered.”

We also heard in Apple’s Think Different commercial, narrated by the voice of Steve Jobs, “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the ones who see things differently.”

Using asyndeton to add urgency and ooze confidence. Your writing will feel more bold, powerful, memorable. See what I did there?

What’s chiasmus? I thought it was something to do with cell division.

Chiasmus comes from the Greek word for crossing or X-shaped. It’s a two-part sentence or phrase, where the second part mirrors that image of the first. It is often used to create a memorable and impactful statement.

A classic example of chiasmus is the quote attributed to John F. Kennedy: "Ask not what your country can do for you, ask what you can do for your country.

If you want to up your game and emulate the language of the best speech writers, novelists, and advertises, try using it. 

What’s the hype with hypophora?

Hypophora is one of the most effective rhetorical devices in a writer’s arsenal. It’s when you ask a question and then immediately answer it. It’s a way of anticipating and addressing the audience’s questions or objections before they have a chance to voice them.

Hypophora helps establishing the writer's credibility and authority on the topic. By addressing the audience's potential questions or concerns, the speaker or writer can build a stronger connection with them and make their argument more persuasive.

Want to sound like a thought leader? Try it in your next essay.

What’s an isocolon? Is my microbiome okay?

Let’s park the gut talk. Isocolon is a rhetorical device that involves the repetition of grammatical structures of equal length and importance in successive phrases or clauses.

Isocolon is often used in speeches, poetry, and other forms of writing to create a rhythmic and balanced effect, as well as to emphasize important ideas or concepts. You’ll see it often for headings on value pages. 

You’ll see it in many famous slogans, including M&Ms ‘It melts in your mouth, not in your hands’ and Britannia’s ‘Eat Healthy. Think Better.’

What are litotes? Can I use it in my writing?

Totes! Litotes is a figure of speech featuring a phrase that uses negative wording or terms to express a positive assertion or statement. They often involved double negatives.

That all sounds rather complicated, but we use them all the time when we’re talking. “That film wasn’t half bad.” “I don’t hate it.” “He’s not the brightest bulb in the shed.”

Litotes can add a touch of irony or self-deprecation. But beware, you’ll leave your audience confused on what you’re trying to see if you’re not careful. 

What’s polysyndenton? Is that some new non-monogamous thing?

Most definitely not. It’s a rhetorical device that repeats conjunctions to bind together different words in a sentence. Think Dorothy screaming in the Wizard of Oz, “Lions and tigers and bears, oh my!” 

Depending how it’s used, it can slow things down or speed them up. It can give specific things in a list equal power or emotionally connect different ideas.

So, experiment with polysyndenton and notice how it makes your writing speed up or slow down or feel different or sound strange or do something entirely new.

What’s synesthesia? I thought that was when you experience one of your senses through another.

You’re right – and it’s pretty much the same as a rhetorical device too. Synesthesia is a rhetorical device that describes a sensory experience in terms of a different sense, creating a blending or confusion of senses. For example, "a sweet sound" is a synesthetic phrase that blends the sense of taste ("sweet") with the sense of hearing ("sound"). Other examples include ‘cool colors’ or ‘loud silence’.

Skittles perhaps has the most well-known synthetic slogan with its evocative “Taste the rainbow.”

Synesthesia is often used in literature and poetry to create vivid and memorable imagery, as well as to evoke emotions and sensations. It can also be used in advertising and marketing to create a memorable impression of a product or brand. 

What’s the deal with syllepsis? That rolls beautifully off the tongue.

Also known by the sexier term zeugma, syllepsis is a figure of speech in which a single phrase of word joins different parts of a sentence.

Technically, syllepsis bends the rules of grammar, but it creates a stylistic effect. The 60s anti-war slogan is a good example, “Make love, not war.”

Margaret Atwood uses in this quote about her golden rules for writing, “You most likely need a thesaurus, a rudimentary grammar book and a grip on reality.” If it’s good enough for her, it’s good enough for us.

What on earth is tmesis? How do I use it?

Tmesis is when you split a word by inserting another into it, usually for emphasis or comic effect.

Think Malcom Tucker in The Thick of It peppering swearwords with gleeful abandon: "E-fucking-nough" and “I am totally beyond the realms of your fucking tousle-haired, fucking dim-witted compre-fucking-hension!”

Want your tone to sound super casual? Abso-bloody-lutely give it a go.