Figures of Speech

Chiasmus

Reverse the order of words or ideas to create balanced, quotable phrases.

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What & why

What it is
A rhetorical device where words or grammatical structures are repeated in reverse order (A-B-B-A pattern). This creates symmetry, emphasis, and phrases that are easy to quote and repeat. Note: A common, specific type of chiasmus is Antimetabole, which repeats the exact same words in reverse order. Chiasmus is the broader term for reversing grammatical structures or ideas.
Why it works

The A-B-B-A structure creates a balanced, symmetrical pattern that resolves on itself. Research on processing fluency suggests listeners tend to find such symmetrical, easy-to-parse forms pleasing, and the distinctive reversal can make the phrasing stand out, inviting them to slow down and weigh the relationship between the paired terms.

Before & after

These are fictional teaching examples, not accounts of real events.

Before

“Our budget is small, but our ambition is large.”

After

“Our budget is small, but large is our ambition.”

When you’ll use it

Creating memorable taglines and slogans

Crafting impactful closing statements

Writing compelling book or chapter titles

Delivering keynote speech highlights

Pro tip

Find two contrasting core concepts (e.g., 'fail' and 'plan'). Structure your phrase as 'Don't [A] to [B]; instead, [B] to [A].' This creates the classic A-B-B-A pattern.

Questions & answers

What is chiasmus in rhetoric?

Chiasmus reverses the grammatical structure of one clause in the next, creating an A-B-B-A pattern. 'Our budget is small, but large is our ambition' reverses the order of noun and adjective without repeating its key words. When the exact same words repeat in reverse, it is a specific type of chiasmus called antimetabole, as in John F. Kennedy's 1961 inaugural address: 'Ask not what your country can do for you; ask what you can do for your country.'

When should I use chiasmus in business speaking?

Use chiasmus to highlight contrasts or emphasize transformations in business contexts. It's effective for showing before/after states, problem/solution relationships, or philosophical shifts in company direction. The reversal gives the line a striking, balanced turn.

Is chiasmus too formal for modern presentations?

When used sparingly, chiasmus adds sophistication without seeming overly formal. Keep the language simple and the contrast clear. One well-placed chiasmus in a presentation can be more effective than multiple attempts.

Learn more

Silva Rhetoricae (BYU)
Academy of American Poets (Poets.org Glossary)
Wikipedia - Chiasmus

Put it into practice

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