The Power of Rhyme in Advertising

Research shows that rhyming phrases are more believable and accurate, even when the content is the same as non-rhyming phrases. Rhyming slogans boost trust, inspire action, and are more memorable. However, the use of rhyming in advertising has declined over the years, possibly due to the perception of being less sophisticated. Alliteration has a similar effect to rhyme, increasing believability and memorability. Simple, concrete language is also more effective in conveying messages. Visualizable words are four times more memorable than abstract words. Using complex language in an attempt to appear intelligent actually makes messages less memorable and lowers perceived intelligence. Comedy is another underused tool in advertising, despite its proven ability to boost memorability, perceived competence, and status. Despite the evidence, marketers often prioritize awards and visual aesthetics over these effective communication techniques.