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alliteration

By Ginny Wiehardt, About.com

Definition: Alliteration is the repetition of consonants in a phrase or line. Like assonance, alliteration is most commonly used in poetry, but fiction writers also make use of it (often subconsciously) in more poetic styles of writing, or in dialogue, to humorous effect.
Examples: "She sells seashells by the seashore," is a classic example of alliteration.

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