{"id":25853,"date":"2021-03-02T06:42:26","date_gmt":"2021-03-02T10:42:26","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=25853"},"modified":"2021-03-09T02:36:07","modified_gmt":"2021-03-09T06:36:07","slug":"why-wordplay-works-in-communications","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/why-wordplay-works-in-communications\/","title":{"rendered":"Why wordplay works in communications"},"content":{"rendered":"<h2>We pay attention to and remember puns, alliteration<\/h2>\n<p>A hand shoots up in my Make Your Copy More Creative workshop.<\/p>\n<figure id=\"attachment_25855\" aria-describedby=\"caption-attachment-25855\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25855\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-wordplay-works-in-communications\/wordplay\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"wordplay\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your brain on wordplay&lt;\/strong&gt;: Wordplay changes readers\u2019 minds and moves them to act. So why not add wordplay to your message today?&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png\" alt=\"Why wordplay works in communications\" title=\"Why wordplay works in communications\" width=\"450\" height=\"300\" class=\"size-full wp-image-25855 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25855\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/why-wordplay-works-in-communications\/wordplay\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"wordplay\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Your brain on wordplay&lt;\/strong&gt;: Wordplay changes readers\u2019 minds and moves them to act. So why not add wordplay to your message today?&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png\" alt=\"Why wordplay works in communications\" title=\"Why wordplay works in communications\" width=\"450\" height=\"300\" class=\"size-full wp-image-25855\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/wordplay-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-25855\" class=\"wp-caption-text\"><strong>Your brain on wordplay<\/strong> Wordplay changes readers\u2019 minds and moves them to act. So why not add wordplay to your message today? <a href=\"https:\/\/www.shutterstock.com\/image-photo\/top-view-square-wooden-tiles-english-1841622853\" rel=\"noopener\" target=\"_blank\"><em>Image by Serhii Khanas<\/em><\/a><\/figcaption><\/figure>\n<p>\u201cBut,\u201d the communicator says, \u201cdon\u2019t you risk confusing people with wordplay?\u201d<\/p>\n<p>Well \u2026 yes, you do. And that\u2019s part of the point.<\/p>\n<p>When readers encounter wordplay, they first try on the literal meaning of the words. When that doesn\u2019t work, they seek alternative meanings.<\/p>\n<p>Because <a href=\"http:\/\/revistas.ucm.es\/index.php\/EIUC\/article\/view\/39993\" target=\"_blank\" rel=\"noopener\">readers spend extra time and attention on wordplay<\/a> (PDF), they understand it more fully and remember it longer.<\/p>\n<figure id=\"attachment_11936\" aria-describedby=\"caption-attachment-11936\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"11936\" data-permalink=\"https:\/\/www.wyliecomm.com\/your-brain-on-wordplay-broca-area\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg\" data-orig-size=\"480,471\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Your brain on wordplay &#8211; Broca area\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Center of attention&lt;\/strong&gt; The Broca area is the part of your brain responsible for processing language &amp;mdash; or not. &lt;em&gt;&lt;a href=&quot;https:\/\/commons.wikimedia.org\/wiki\/File:Gray724.png#\/media\/File:Gray724.png&quot; target=&quot;_blank&quot;&gt;Image by Henry Vandyke Carter via Wikimedia Commons&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area-300x294.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg\" alt=\"Your brain on wordplay - Broca area\" title=\"Your brain on wordplay - Broca area\" width=\"480\" height=\"471\" class=\"size-full wp-image-11936 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area-300x294.jpg 300w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/471;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"11936\" data-permalink=\"https:\/\/www.wyliecomm.com\/your-brain-on-wordplay-broca-area\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg\" data-orig-size=\"480,471\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Your brain on wordplay &#8211; Broca area\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Center of attention&lt;\/strong&gt; The Broca area is the part of your brain responsible for processing language &amp;mdash; or not. &lt;em&gt;&lt;a href=&quot;https:\/\/commons.wikimedia.org\/wiki\/File:Gray724.png#\/media\/File:Gray724.png&quot; target=&quot;_blank&quot;&gt;Image by Henry Vandyke Carter via Wikimedia Commons&lt;\/a&gt;&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area-300x294.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg\" alt=\"Your brain on wordplay - Broca area\" title=\"Your brain on wordplay - Broca area\" width=\"480\" height=\"471\" class=\"size-full wp-image-11936\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/your-brain-on-wordplay-broca-area-300x294.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-11936\" class=\"wp-caption-text\"><strong>Center of attention<\/strong> The Broca area is the part of your brain responsible for processing language \u2014 or not. <a href=\"https:\/\/commons.wikimedia.org\/wiki\/File:Gray724.png#\/media\/File:Gray724.png\" target=\"_blank\" rel=\"noopener\"><em>Image by Henry Vandyke Carter via Wikimedia Commons<\/em><\/a><\/figcaption><\/figure>\n<p>And that\u2019s just one benefit of wordplay. Among others:<\/p>\n<h3>1. Wordplay grabs attention.<\/h3>\n<p>Meet your <a href=\"http:\/\/science.howstuffworks.com\/life\/inside-the-mind\/human-brain\/formula-for-funny2.htm\" target=\"_blank\" rel=\"noopener\">Broca<\/a> area \u2014 a small part of your brain located in the frontal lobe of your left cerebral hemisphere. It\u2019s your body\u2019s language control center.<\/p>\n<p>You can thank your Broca for helping you sort through the 5,000 messages you get every day \u2014 that\u2019s nearly 2 million a year \u2014 PLUS social media, without having to process every word.<\/p>\n<p>Remember that old Far Side cartoon by Gary Larson?<\/p>\n<h5 class=\"standalone\">What we say to dogs: \u201cOkay, Ginger! I\u2019ve had it! You stay out of the garbage! Understand, Ginger? Stay out of the garbage, or else!<\/h5>\n<h5 class=\"standalone\">What dogs hear: \u201cBlah blah Ginger blah blah blah blah blah blah Ginger blah blah blah blah blah.\u201d<\/h5>\n<p>Your Broca is Ginger: not paying much attention to most messages \u2014 until something interesting comes along.<\/p>\n<p>Well-worn phrases like \u201ca rough day\u201d are so familiar they don\u2019t activate your Broca. Plain old splainin\u2019 doesn\u2019t do anything for it either. Why even bother decoding those words into meaning?<\/p>\n<p>But <a href=\"http:\/\/www.uky.edu\/~ngrant\/CJT780\/readings\/Day%205\/McGuire2000.pdf\" target=\"_blank\" rel=\"noopener\">puns and other wordplay activate Broca\u2019s area<\/a>.<\/p>\n<p><a href=\"http:\/\/www.researchgate.net\/profile\/Edward_Mcquarrie\/publication\/24098932_Figures_of_Rhetoric_in_Advertising_Language\/links\/00b7d521ccb522bea6000000.pdf\" target=\"_blank\" rel=\"noopener\">Want folks to pay attention to your message<\/a> (PDF)? Activate their Brocas with wordplay.<\/p>\n<h3>2. Wordplay is more fun.<\/h3>\n<p>Figuring out a pun is a little like figuring out a riddle or solving <em>The New York Times<\/em> crossword puzzle. It\u2019s fun! <a href=\"http:\/\/dx.doi.org\/10.5209\/rev_EIUC.2012.v20.39993\" target=\"_blank\" rel=\"noopener\">It also feels good to figure out a twist of phrase<\/a>.<\/p>\n<p>Call it \u201c<a href=\"http:\/\/www.researchgate.net\/profile\/Edward_Mcquarrie\/publication\/24098932_Figures_of_Rhetoric_in_Advertising_Language\/links\/00b7d521ccb522bea6000000.pdf\" target=\"_blank\" rel=\"noopener\">the pleasure of the text<\/a>,\u201d the reward that readers get from figuring out figurative language. When readers discover the hidden meaning behind your wordplay, they congratulate themselves on their astuteness.<\/p>\n<h3>3. Wordplay feels good.<\/h3>\n<p>And when that twist of phrase tickles your readers\u2019 funny bones, their brains <a href=\"http:\/\/science.howstuffworks.com\/life\/inside-the-mind\/human-brain\/formula-for-funny2.htm\" target=\"_blank\" rel=\"noopener\">deliver a dose of dopamine<\/a>. Then, if you really crack up, neurons called spindle cells spread the joy across the brain.<\/p>\n<h3>4. Wordplay changes minds.<\/h3>\n<p>The good feeling readers get from figuring out puns and other plays on words also helps create a positive attitude toward your message. <a href=\"http:\/\/www.uky.edu\/~ngrant\/CJT780\/readings\/Day%205\/McGuire2000.pdf\" target=\"_blank\" rel=\"noopener\">That puts readers in an agreeable mood and may even open their minds to your message<\/a>.<\/p>\n<p>In fact, <a href=\"http:\/\/gandrllc.com\/reprints\/useofrhetoricaldevicesinadvertising.pdf\" target=\"_blank\" rel=\"noopener\">ads using rhetorical techniques were 166% more likely to persuade readers<\/a> (PDF) than ads that did not, according to two researchers from the California State University at Sacramento. They correlated ads with figurative language in Which Ad Pulled Best against results.<\/p>\n<h3>Move readers to act<\/h3>\n<figure id=\"attachment_11938\" aria-describedby=\"caption-attachment-11938\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"11938\" data-permalink=\"https:\/\/www.wyliecomm.com\/rhetorical-ads-are-more-persuasive\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg\" data-orig-size=\"480,164\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Rhetorical ads are more persuasive\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;One to remember&lt;\/strong&gt; Readers are twice as likely to remember and act on ads with rhetorical figures than those without, according to Gail Tom and Anmarie Eves, two researchers from California State University at Sacramento.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive-300x103.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg\" alt=\"Rhetorical ads are more persuasive\" title=\"Rhetorical ads are more persuasive\" width=\"480\" height=\"164\" class=\"size-full wp-image-11938 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive-300x103.jpg 300w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/164;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"11938\" data-permalink=\"https:\/\/www.wyliecomm.com\/rhetorical-ads-are-more-persuasive\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg\" data-orig-size=\"480,164\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Rhetorical ads are more persuasive\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;One to remember&lt;\/strong&gt; Readers are twice as likely to remember and act on ads with rhetorical figures than those without, according to Gail Tom and Anmarie Eves, two researchers from California State University at Sacramento.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive-300x103.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg\" alt=\"Rhetorical ads are more persuasive\" title=\"Rhetorical ads are more persuasive\" width=\"480\" height=\"164\" class=\"size-full wp-image-11938\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/08\/rhetorical-ads-are-more-persuasive-300x103.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-11938\" class=\"wp-caption-text\"><strong>One to remember<\/strong> Readers are twice as likely to remember and act on ads with rhetorical figures than those without, according to two researchers from California State University at Sacramento.<\/figcaption><\/figure>\n<h3>5. Wordplay is more memorable.<\/h3>\n<p>\u201cWords that roll off the tongue stay in the brain,\u201d says Sam Horn, author of <em>Pop!: Stand Out in Any Crowd<\/em>.<\/p>\n<p>Indeed.<\/p>\n<p>Those two Sac State researchers also found that <a href=\"http:\/\/gandrllc.com\/reprints\/useofrhetoricaldevicesinadvertising.pdf\" target=\"_blank\" rel=\"noopener\">ads using rhetorical techniques were 229% more likely to be remembered<\/a> than ads that did not.<\/p>\n<p>And, in another study, four researchers had half their participants read alliterative passages and other half read plain-old passages. <a href=\"http:\/\/www.science20.com\/news_releases\/awesome_alliteration_analysis_posits_power_of_poetry_and_prose#ixzz3eq708dq4\" target=\"_blank\" rel=\"noopener\">Those who read the alliterative passages remembered more<\/a> of what they\u2019d read than the control group.<\/p>\n<h3>Play to win.<\/h3>\n<p>Want readers to pay attention to, enjoy, remember and act on your messages? Try wordplay.<\/p>\n<div id='MC-AOS-PWYW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-31\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/storytelling-workshop.png\" alt=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 1px; margin-bottom: 5px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you tell better business stories?<\/h3>\r\n<p>Stories are so effective that Og Mandino, the late author of the bestselling <em>The Greatest Salesman in the World<\/em>, says, \u201cIf you have a point, find a story.\u201d<\/p>\r\n\r\n<p>Learn to find, develop and write stories that engage readers\u2019 hearts and minds in our <a title=\"Master the Art of Storytelling - Ann Wylie's creative-content workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener\"><strong>Master the Art of Storytelling workshops<\/strong><\/a>.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to find the aha! moment that\u2019s the gateway to every anecdote. How to start an anecdote with a bang \u2014 instead of a whimper. And how to use \u201cthe most powerful form of human communication\u201d to grab attention, boost credibility, make messages more memorable and communicate better.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/business-storytelling-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Sources: \u201c<a href=\"http:\/\/www.science20.com\/news_releases\/awesome_alliteration_analysis_posits_power_of_poetry_and_prose#ixzz3eq708dq4\" target=\"_blank\" rel=\"noopener\">Awesome Alliteration Analysis Posits Power Of Poetry And Prose<\/a>,\u201d Scientific Blogging, July 30, 2008<\/p>\n<p>Cristen Conger, \u201c<a href=\"http:\/\/science.howstuffworks.com\/life\/inside-the-mind\/human-brain\/formula-for-funny2.htm\" target=\"_blank\" rel=\"noopener\">Is there a scientific formula for funny?<\/a>\u201d How Stuff Works, June 7, 2011<\/p>\n<p>Francisco Javier D\u00edaz-P\u00e9rez, \u201c<a href=\"http:\/\/revistas.ucm.es\/index.php\/EIUC\/article\/view\/39993\" target=\"_blank\" rel=\"noopener\">The use of wordplay in advertisements published in men\u2019s magazines: a comparative study in the UK and Spain<\/a>\u201d (PDF), <em>Estudios Ingleses de la Universidad Complutense<\/em>, 2012, vol. 20, pp. 11-36<\/p>\n<p>David Glen Mick and Edward F. McQuarrie, \u201c<a href=\"http:\/\/www.researchgate.net\/profile\/Edward_Mcquarrie\/publication\/24098932_Figures_of_Rhetoric_in_Advertising_Language\/links\/00b7d521ccb522bea6000000.pdf\" target=\"_blank\" rel=\"noopener\">Figures of Rhetoric in Advertising Language<\/a>\u201d (PDF), <em>Journal Of Consumer Research<\/em>, March 1996<\/p>\n<p>Stefan Kjerkegaard, \u201cSeven Days Without a Pun Makes One Weak: Two Functions of Wordplay in Literature and Literary Theory,\u201d <em>Journal of Literature, Language and Linguistics<\/em>, Volume 3, Issue 1, 2011<\/p>\n<p>Gail Tom and Anmarie Eves, \u201c<a href=\"http:\/\/gandrllc.com\/reprints\/useofrhetoricaldevicesinadvertising.pdf\" target=\"_blank\" rel=\"noopener\">The Use of Rhetorical Devices in Advertising<\/a>,\u201d <em>Journal of Advertising Research<\/em>, July-August 1999<\/p>\n<p>Leo Widrich, \u201c<a href=\"http:\/\/www.dailygood.org\/story\/394\/the-science-of-storytelling-leo-widrich\/\" target=\"_blank\" rel=\"noopener\">The Science of Storytelling<\/a>,\u201d <em>Daily Good<\/em>, Feb. 21, 2013<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We pay attention to and remember puns, alliteration<\/p>\n","protected":false},"author":6,"featured_media":25855,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[57],"tags":[216,178,39],"class_list":{"0":"post-25853","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-wordplay-creative-writing-tipsheets","8":"tag-alliteration","9":"tag-creative-copy","10":"tag-wordplay","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why wordplay works in communications<\/title>\n<meta name=\"description\" content=\"Your brain on wordplay: Wordplay changes readers\u2019 minds and moves them to act. 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