Definition · Plain-language
Alliteration
Alliteration is the repetition of the same initial consonant sound in a series of nearby words.
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How alliteration works
Alliteration depends on the repetition of stressed consonant sounds at the beginning of nearby words. Because it is about sound, not letters, "phone" and "fire" alliterate while "cat" and "ceiling" do not. The repeated sound knits words together, creating a musical effect and drawing attention to the linked phrase. Poets use it to reinforce rhythm and mood — soft sounds such as repeated "s" or "l" can feel gentle, while hard sounds such as "k" or "t" can feel sharp. The device is also a memory aid, which is why it pervades slogans and names.
Alliteration, assonance and consonance
Three related sound devices are easily confused. Alliteration repeats the initial consonant sound of nearby words ("big brown bear"). Assonance repeats vowel sounds within words ("the rain in Spain"). Consonance repeats consonant sounds anywhere in the word, often at the end ("pitter-patter"). Some scholars treat alliteration as a special case of consonance limited to word beginnings. Keeping the three apart depends on asking which sounds repeat and where: at the start of words, among the vowels, or among the consonants more generally.
Where alliteration appears
Alliteration is ancient: Old English poetry such as Beowulf was structured around it rather than around rhyme. It remains common in poetry, where it shapes rhythm and tone, and in prose for emphasis. Beyond literature, alliteration drives advertising and branding ("Coca-Cola", "PayPal"), newspaper headlines, character names and tongue-twisters, all of which exploit its memorability. Used sparingly it adds polish and pleasure; overused it can sound forced or comic, so writers judge how much repetition a passage can carry before the effect tips into excess.
Key facts
At a glance
- Definition: repetition of the same initial consonant sound in nearby words
- Basis: sound, not spelling ("kind" and "cat" alliterate)
- Example: "she sells sea shells by the sea shore"
- Contrast: assonance repeats vowels; consonance repeats consonants anywhere
- Origins: central to Old English verse such as Beowulf
- Uses: poetry, slogans, brand names, tongue-twisters
Common misconceptions
What people often get wrong
Often heard: Alliteration is about words starting with the same letter.
Actually: Alliteration is about sound, not spelling. "Knight" and "night" share a letter but not an initial sound, while "cat" and "kite" share a sound but not a letter. It is the repeated initial consonant sound that counts.
Often heard: Alliteration and assonance are the same thing.
Actually: They are different sound devices. Alliteration repeats initial consonant sounds in nearby words, whereas assonance repeats vowel sounds within words. The two often appear together but should not be conflated.
Often heard: Alliteration can include repeated vowel sounds.
Actually: Repetition of vowel sounds is assonance, not alliteration. Alliteration specifically refers to repeated consonant sounds at the start of nearby words.
Going deeper
