Conduplicatio
Repeat a key word or phrase throughout successive clauses for emphasis.
What & why
Threading one word through several clauses turns it into the spine of the passage. Each repetition reactivates the same idea, so by the third or fourth time the audience has stopped hearing a word and started hearing a theme, which is what makes the point feel central rather than incidental. The recurring term also stitches otherwise separate statements together, giving a stretch of speech a sense of unity around a single value or claim.
Before & after
“Our company values hard work, dedication, and excellence in all our projects.”
“We built this for trust. Every feature earns trust, every release protects trust, and our customers reward that trust.”
When you’ll use it
Product launches emphasizing core benefit: 'Innovation powers our design, innovation drives our technology, innovation shapes our future'
Performance reviews highlighting key strength: 'Leadership defines your approach, leadership guides your decisions, leadership inspires your team'
Crisis communications reinforcing company values: 'Trust builds relationships, trust ensures quality, trust drives our commitment'
Pro tip
Pick your power word and weave it through multiple statements to hammer home the message.
Questions & answers
What is conduplicatio in rhetoric?
How can I use conduplicatio effectively in business communication?
What's the difference between conduplicatio and simple repetition?
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