On onomatopoeia

Of all the clever tricks that writers use in headlines, onomatopoeia (words whose sound is associated with the word itself) is relatively rare.  And strictly speaking, the word "competitors" isn't onomatopoeic -- except here, as it's used in this brilliant 1980s (?) ad for Unipart.  Simply by clever repetition, the headline becomes a kind of aural demonstration in itself.


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