Super Bowl XLVII was a couple of Sundays ago, and the Grammarmatrix watched it with millions of other Americans. What a close game! What a rousing half time! What a year of commercials!
The biggest play of the night for the Grammarmatrix was the use of an anaphora in the commercial for Budweiser Black Crown Beer. You know, when they said, “Here’s to taste. Here’s to our kind of beer.” The Grammarmatrix leaped up, pencil in hand and shouted, “An anaphora! They used an anaphora!” In the Grammarmatrix’s mind, this was a pass completed – something she had to share with her Insider readers.
Using an anaphora is another way to add zest to your writing, marketing or public speaking. It’s when you start two or more sentences with the same word or words. It’s repetitive, which is the point, because it makes your statements convincing, effective and powerful.
So, use anaphoras sparingly and your message will pack a punch. They’re strong. They’re emphatic. They’re a touchdown.
