Rhetorical Structures

Article excerpt · target grammar marked

The World Cup does not merely reward the largest sponsors — it rewards the most alert, the most creative, the most willing to move when the window opens. The window, as every marketer eventually learns, is always shorter than you expected. Not because the event ends.

Grammar Reference · Rhetorical Structures

Tricolon

Three parallel units in sequence. We came, we saw, we conquered. The third unit carries the most weight.

Anaphora

Repeating a word or phrase at the start of successive clauses. Not because it was easy. Not because it was cheap.

Antithesis

Contrasting ideas placed in parallel structure. They spent everything; they gained nothing. Creates a sharp, memorable contrast.

Periodic sentence

Main clause withheld until the end. Despite every setback, despite every warning, the campaign launched.

01Exercise 1 — Form · Write the Correct Form

Rhetorical Structures

1.Rewrite as a tricolon: The pitch was confident, it was well-researched, and it was delivered with conviction.

2.Rewrite using anaphora: She had not come to negotiate. She did not come to compromise. She had come to win.

3.Rewrite as antithesis: Spotify launched with no marketing budget but captured thirty million listeners in its first year.

4.Rewrite as a periodic sentence: The deal collapsed, after months of negotiation, after significant legal fees, and after both parties had signed letters of intent.

5.Rewrite as a tricolon: Nike's strategy involves athletes, stories about those athletes, and also a very heavy social media presence.

6.Rewrite using anaphora: The startup failed because it ran out of money. It also failed because it lost its lead engineer. And it failed because nobody actually wanted the product.

02Exercise 2 — Transform

rewrite with the new structure

1.The campaign was expensive. It was also ineffective.

2.The agency came up with the concept. The agency also designed the visuals. The agency produced the final cut.

3.Bavaria spent nothing on the stunt and it still got worldwide coverage.

4.Although the brand had spent two years preparing and despite investing heavily in local partnerships, the launch failed.

03Exercise 3 — About You

in your notebook

Personalise: complete five sentences about yourself using the target grammar.

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