This video features Mark Forsyth discussing rhetorical techniques that make lines memorable. He analyzes examples from popular culture, literature, and speeches to illustrate how the strategic use of structure, repetition, and symmetry enhances memorability.
Progressio: The repetition of antithetical phrases creates a memorable effect, as seen in Katy Perry's "Hot and Cold" and passages from the Bible and A Tale of Two Cities. This technique builds anticipation and emphasizes the overall point.
Rhetorical Buildup: Similar to the crescendo in music, building tension through repetition and structure before a key phrase or idea makes that point more impactful and memorable. This is illustrated by the comparison to electronic music and its lack of build-up.
Diacope: Repeating a word or phrase with other words in between ("verbal sandwich") creates emphasis and memorability (e.g., "Bond, James Bond").
Chiasmus: Reversing the structure of a sentence or phrase creates symmetry and memorability (e.g., "Ask not what your country can do for you; ask what you can do for your country").
The Importance of Structure: Contrary to modern trends toward concise writing, Forsyth argues that strategic use of rhetorical devices—even repetition—can make writing and speeches far more memorable. Conciseness isn't always preferable to memorability.
