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)
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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)

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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)

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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)

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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)

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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)

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