There’s something rather magical about the way certain phrases stick in our minds, isn’t there? Take “rain and pain” or “fleet feet sweep”. They’re oddly satisfying, like a perfectly toasted crumpet or finding exact change in your pocket. But why?
As a behavioural scientist perpetually fascinated by the seemingly irrational quirks of human preference, I’ve developed a particular fondness for assonance – that clever little linguistic trick where vowel sounds repeat themselves in proximous words. It’s the auditory equivalent of seeing identical twins in different outfits. Same DNA, different packaging.
The Hidden Persuader in Your Language
What makes assonance particularly fascinating is its subtle psychological impact. Unlike its showier cousin alliteration, which practically tap-dances on your tongue, assonance whispers its way into your subconscious. It’s the marketing equivalent of switching from Times New Roman to Helvetica – most people couldn’t tell you what’s changed, but somehow it just feels better.
Consider how many brand names employ this technique. Think “PayPal” or “American Eagle”. There’s a reason these names feel satisfying to say, even if you’ve never consciously noticed why. It’s the same principle that makes “fake it till you make it” more memorable than “pretend until you succeed”.
The Evolutionary Edge
But why should our brains find such pleasure in repeated vowel sounds? Perhaps it’s linked to our evolutionary past, where pattern recognition meant survival. After all, a brain that enjoys patterns is more likely to spot them. And in a world where noticing that certain berries meant certain death, pattern recognition wasn’t just clever – it was rather essential.
The Marketing Mindfield
In advertising, we often obsess over what psychologists call “processing fluency” – how easily information flows through our mental pipes. Assonance acts like linguistic WD-40, making messages glide smoothly into memory. It’s why “rain or shine” feels more natural than “sunshine or rain”, despite meaning exactly the same thing.
The Practical Application
Here’s where it gets properly interesting. In my work, I’ve noticed how assonance can make even mundane messages memorable. “Save today, play away” works better than “save money, enjoy leisure”. The meaning hasn’t changed, but the memory hook has been baited with something far more catching.
The Beautiful Irrationality
What delights me most about assonance is its beautiful irrationality. There’s no logical reason why repeated vowel sounds should please us more than random combinations. Yet they do. It’s another reminder that human beings aren’t logic machines but pattern-seeking, pleasure-hunting creatures who sometimes find joy in the most peculiar places.
And isn’t that just splendid?
The next time you find yourself humming an advertising jingle or unconsciously repeating a phrase, listen carefully. You might just catch assonance at work, quietly orchestrating your verbal memories like a linguistic puppet master.
Because in the end, what makes language truly remarkable isn’t its logic, but its music. And assonance? Well, that’s just one of the sweetest tunes in the symphony.
