assonance

Word: assonance

Sentence: The alliteration and assonance displayed in this Penguin ad is one more thing copy-writers share with reporters who write for tabloid newspapers.

Source: Handout from Sociolinguistics, The use of patterned sound, Grammar, Structure, and style.

Definition: similarity between the vowel sounds only or the consonant sounds only of two words or syllables, as in sharper and garter or like and cold.(Oxford Advanced Learner's English--Chinese Dictionary, Fourth Edition, 1998)

Remenber it.