Why might a commercial use a literary device such as repetition when advertising a product?

Why might a commercial use a literary device such as repetition when advertising a product?

Why might a commercial use a literary device such as repetition when advertising a product?



When it comes to advertising, commercial creators employ various tactics to capture the attention of their target audience and leave a lasting impression. One common literary device used in commercials is repetition. This article will explore why commercials often utilize repetition as a powerful tool to convey their message effectively and persuade consumers to purchase their products.

Reinforcing Key Messages

Repetition: By repeating certain phrases or words, commercials aim to reinforce key messages and make them more memorable to viewers. When a message is repeated multiple times, it becomes ingrained in the audience’s mind, increasing the chances of recall and recognition. This technique is particularly useful for promoting brand awareness and ensuring that the product’s benefits or unique selling points are firmly established in the viewers’ consciousness.

Creating Catchy Jingles and Slogans

Memorability: Repetition is often used to create catchy jingles or slogans that stick in people’s minds. By repeating a memorable tune or phrase throughout the commercial, companies can create an association between the product and the catchy element. This can significantly enhance brand recall and make the product more recognizable when consumers encounter it in stores or other marketing channels.

Building Emotional Connection

Emotional impact: Repetition can also be a powerful tool for building an emotional connection with the audience. By repeating certain words or phrases that evoke specific emotions, commercials can tap into the viewers’ feelings and create a deeper connection with the product. For example, a commercial for a luxury car might repeatedly emphasize words like “elegance,” “prestige,” and “exclusivity” to evoke a sense of aspiration and desire in the audience.

Enhancing Persuasion

Persuasive effect: Repetition can enhance the persuasive effect of a commercial by making the message more convincing. When a claim or benefit is repeated, it can create a sense of credibility and reliability in the viewers’ minds. Additionally, repetition can create a sense of urgency or importance, making viewers more inclined to take action and purchase the product.

Creating a Memorable Experience

Brand recognition: Repetition helps create a memorable experience for viewers, which can contribute to long-term brand recognition. When commercials consistently use repetition, it establishes a pattern that viewers can associate with the brand. This can be particularly effective for long-term advertising campaigns, where repetition helps solidify the brand’s identity in the minds of consumers.


Repetition is a powerful literary device used in commercials to reinforce key messages, create catchy jingles and slogans, build emotional connections, enhance persuasion, and create a memorable experience for viewers. By utilizing repetition strategically, commercials can effectively convey their message, increase brand awareness, and ultimately drive consumer behavior.


– Advertising Educational Foundation: www.aef.com
– American Marketing Association: www.ama.org
– Nielsen: www.nielsen.com