Figures of Speech

Conduplicatio

Repeat a key word or phrase throughout successive clauses for emphasis.

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What & why

What it is
A rhetorical device that repeats the same word or phrase in different parts of successive clauses, but not necessarily at the beginning or end. This creates emphasis through strategic repetition that reinforces important concepts throughout a passage.
Why it works

Threading one word through several clauses turns it into the spine of the passage. Each repetition reactivates the same idea, so by the third or fourth time the audience has stopped hearing a word and started hearing a theme, which is what makes the point feel central rather than incidental. The recurring term also stitches otherwise separate statements together, giving a stretch of speech a sense of unity around a single value or claim.

Before & after

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

Before

“Our company values hard work, dedication, and excellence in all our projects.”

After

“We built this for trust. Every feature earns trust, every release protects trust, and our customers reward that trust.”

When you’ll use it

Product launches emphasizing core benefit: 'Innovation powers our design, innovation drives our technology, innovation shapes our future'

Performance reviews highlighting key strength: 'Leadership defines your approach, leadership guides your decisions, leadership inspires your team'

Crisis communications reinforcing company values: 'Trust builds relationships, trust ensures quality, trust drives our commitment'

Pro tip

Pick your power word and weave it through multiple statements to hammer home the message.

Questions & answers

What is conduplicatio in rhetoric?

Conduplicatio repeats a word or phrase in different parts of a sentence or passage for emphasis and clarity. It keeps a key concept in front of listeners by repeating it throughout your message.

How can I use conduplicatio effectively in business communication?

Use conduplicatio to reinforce brand messages, key values, or important concepts throughout presentations. It keeps your main point in view, particularly in longer presentations, where a returning key word helps listeners follow the thread.

What's the difference between conduplicatio and simple repetition?

Conduplicatio strategically places repetition at different structural points for rhetorical effect, while simple repetition might be accidental or poorly planned. Conduplicatio serves a clear purpose, such as emphasis or tying ideas together, enhancing rather than cluttering your message.

Learn more

Silva Rhetoricae (BYU)
Wikipedia - Repetition (rhetorical device)

Put it into practice

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