The Hammer

Techniques > General persuasion > Using repetition > The Hammer

Description | Example | Discussion | See also

Description

Repeat a single word across a number of phrases and sentences.

The word should encompass a key theme to be emphasized -- typically this is an action that is to be done.

The word itself may be emphasized each time to hammer home the point.

Example

We must survive. I know that you have been thinking about how we must survive, and I also have been thinking about this. Because whatever our actions today we must survive into the future. Whatever happens today or tomorrow, remember this: We must survive.

However, I think we're going to do it, and I think that we must pay what needs to be paid. I don't think we ought to waste any money, but I think we ought to do the job. And this will be done in the decade of the Sixties. It may be done while some of you are still here at school at this college and university. It will be done during the terms of office of some of the people who sit here on this platform. But it will be done. And it will be done before the end of this decade. (J.F.Kennedy -- man on the moon speech - 'do/done' repeated)

We shall go on to the end, we shall fight in France, we shall fight on the seas and oceans, we shall fight with growing confidence and growing strength in the air, we shall defend our Island, whatever the cost may be, we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender. (Winston Churchill - 'fight' repeated)

Discussion

The hammer is a slower form of the jackhammer but not as slow as the dripping tap.

As the word is the same and the words are used all around the same time, the idea that is being mooted will steadily get through.