Paromoiosis (par-o-moy-o’-sis): Parallelism of sound between the words of adjacent clauses whose lengths are equal or approximate to one another. The combination of isocolon and assonance.
“How many roads must a man walk down before he buys a car?” This is one of my best. I’m an amateur, but I’ve put a lot of time into studying ads. I’m in the used car business where advertising is like the Wild West—we have continuous advertising show-downs—mostly over interest rates, down payments, monthly payments and credit reports. It’s all in what we say—and never, never do we play. It is serious business selling used (aka previously owned) cars. I’ve been a shyster ever since I was 11 when I sold my “Radio Flyer” wagon to the neighbor boy for $10.00. When the front right wheel fell off, I showed him the guarantee I had made up—basically, it said there was no guarantee. I kept his money and there was nothing he could do.
The annual “Best Preowned Automobile Ad” competition is coming up in a couple of weeks. I have won it every year for the past ten years. This year, my brain has dried up, but I’m going give it a shot anyway. Maybe I’ll cheat. My first winning ad was “A white Sportcoat and a pink carnation, you need a car to get to the dance.” Teenagers whined to their parents—it was merciless. It got even crazier when we offered a free bottle of vodka with the purchase of every car. The parents snapped it up and martinis became popular and divorce rates for infidelity soared. There were divorces and remarriages all summer long. The streets were littered with empty vodka bottles and thrown wedding rice that birds were eating and exploding in flight.
All because of my ad! I was proud and weirded out at the same time, but I vowed to keep writing ads for “Tidy Rides.” The name emphasizes our commitment to selling cars that are tidy—minimal rust and smell good inside. The good smell is really important. Many of our cars come from auctions where they specialize in death traps—cars that people died in, but were not found for awhile, so there’s often a very very faint smell of decayed flesh. But these cars are so cheap, many decent men buy them for their wives for grocery shopping, picking up dry cleaning, and drag racing on Sundays. This shouldn’t be surprising. My wife has filled our mantle with trophies with little gold-colored plastic cars on top. She finds drag racing “self-fulfilling.” I don’t know what that means, but it keeps the peace. She drives a Chevy 2 with a Corvette engine.
Back to my ads. I’m really stuck this year and I probably won’t win. I feel like I’ve come to the end of the road. Hmmm. Road. “You can’t hit the road without a car.” Sounds like somebody getting ready to run away. Not good. What about this: “Life is a highway, but you need reliable transportation.” Pretty bad. “Time to trade your shitmobile for a tidy ride.” I like it!
I liked it, but nobody else did. It came in 102 out of 104. 104 was “Car, car c-a-r, stick your head in a jelly jar.” Whoever submitted that had guts. I met her at the awards banquet. The first thing I noticed was her belt buckle. It was made from a rear-view mirror from a ‘48 Caddy. She was wearing a hat made from a ‘64 Pontiac hood ornament—where Chief Pontiac glowed dimly through a golden lucite sculpture of his head. I was dumbstruck, but kept my mouth shut. I didn’t want to give her any ideas. My relationship with my wife was bad enough already.
I couldn’t sleep. The thought of the “Car-Car” girl was driving me crazy. I got up and drove to the junkyard. It’s where I go when I’m troubled, I even had my own key to the gate. I was so much better off than the crushed and dismantled vehicles, it always made me feel good. Oh my god! There she was tearing the chrome strip off a Ford Fairlane. Then she started eating it! I was about to run, but she saw me! She smiled and walked toward me with the chrome strip in her hand. She said, “Car, car, c-a-r, stick your head in a jelly jar.” I ran. I had wet my pants, so I was in a hurry to get home. I never saw her again, but I couldn’t get the jelly jar thing off my mind. I even tried sticking my head in a jelly jar. It wouldn’t fit, but it left a circle of grape jelly on top of my head, like a crown.
Definition courtesy of “Silva Rhetoricae” (rhetoric.byu.edu).
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