Figures of Speech

Assonance

Repeat vowel sounds to create flow and musicality.

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What & why

What it is
Assonance repeats vowel sounds in nearby stressed syllables while the surrounding consonants vary, as in deep and sleek. Like alliteration, it is a sound effect rather than a spelling pattern, so it depends on what the ear hears. Speakers use it to give a phrase internal music, smooth its rhythm, and loosely bind words together. The effect is usually subtler than alliteration because the matching sounds sit inside words rather than at their start.
Why it works

Assonance works on the ear before the mind notices it. Repeated vowel sounds give a phrase an internal rhythm and a pleasing musicality, and patterned sound tends to be easier to hold and recall than flat phrasing. Because the matched sounds sit inside words rather than at the front, the effect is felt more than heard consciously, which lets a line feel smooth and deliberate without sounding like a gimmick. That quiet cohesion can make a key phrase more memorable.

Before & after

Before

“We need to change our approach quickly.”

After

“We need speed to succeed and lead.”

When you’ll use it

Crafting memorable brand taglines and slogans

Creating smooth-flowing speech openings and closings

Writing poetry or creative content for presentations

Creating memorable taglines and slogans

Making key phrases stick in audience memory

Adding rhythmic flow to important statements

Enhancing the musical quality of presentations

Pro tip

Listen for the vowel echoes. They create subtle rhythm.

Questions & answers

What is assonance in speech?

Assonance is the repetition of vowel sounds within words to create rhythm and musicality in speech. Unlike rhyme, it focuses on internal vowel patterns, making language more memorable and pleasant to hear, like 'fleet feet sweep by sleeping geese.'

When should I use assonance in presentations?

Use assonance in memorable phrases, taglines, or key messages where you want to create rhythm and flow. It's particularly effective in openings, closings, and transition phrases. The vowel repetition makes content more quotable and easier to remember.

How is assonance different from alliteration?

Assonance repeats vowel sounds within words, while alliteration repeats initial consonant sounds. Assonance creates subtle musical quality and flow, while alliteration is more noticeable and punchy. Both enhance memorability through sound patterns.

Learn more

Silva Rhetoricae (BYU)
Academy of American Poets (Poets.org)
Wikipedia - Assonance

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