![Cheremis Finno-Ugric Cherokee Iroquoian chiasmus [Grk chiasmós ‘diagonal arrangement’ (after the Greek letter χ ‘chi’)] (also chiasm)](https://images.tandf.co.uk/common/jackets/crclarge/978041520/9780415203197.jpg "Cheremis Finno-Ugric Cherokee Iroquoian chiasmus [Grk chiasmós ‘diagonal arrangement’ (after the Greek letter χ ‘chi’)] (also chiasm)")
ABSTRACT
The inversion of the second of two parallel phrases or clauses, e.g. The French live to eat, the English eat to live. Chiasm is often used as a syntactic form of anthithesis, and has long been popular in advertising language (The question isn’t whether grape nuts are good enough for you, it’s whether you are good enough for grape nuts).
