Over the years, marketers, campaigners, and politicians have successfully used rhyming slogans as a tool to persuade people that their product, idea, or candidate is the right choice for them; 'A Mars a day helps you work, rest and play,' 'Lead the scene and keep it green,' 'I like Ike.' Why is this
Over the years, marketers, campaigners, and politicians have successfully used rhyming slogans as a tool to persuade people that their product, idea, or candidate is the right choice for them; “Aa day helps you work, rest and play,” “Lead the scene and keep it green,” “I like Ike.
Rhyming makes statements sound more beautiful to people, and that, in turn, makes the statements seem more truthful or accurate, something the authors of the original paper called “the Keats heuristic,” after the famous poet who once asserted that “Beauty is truth, truth beauty.” Because of our natural tendency to find rhymes aesthetically pleasing, we tend to overlook the distinction between the form and content of the phrases. As a result, we treat rhyme as reason.
Rhyming — and antimetabolic — statements also benefit from increased fluency. Fluency makes statements easier for our brains to process, and this makes us feel good. However, because this happens subconsciously, we have a tendency to conflate the ease with which we understand a statement with its. The faster and smoother we can process a statement, the more likely we are to assign value to the information that it contains and to believe that it’s true.
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