ABSTRACT
Various researchers and scholars point up the power of alliterative phrases.
Seth Lindstromberg and Frank Boers, for instance, emphasise that alliteration
is a device extensively used in politics, advertising and the media as well as in
literature, giving examples such as ‘drive the dream’, Mad Max, Pride and Prejudice, ‘life long learning’ and others. According to these authors, 13 per cent of idiomatic phrases in modern colloquial English are alliterative
