Ever wondered how some people have moved us or inspired us to do great things their way, or mesmerized us, put blinders on our eyes, then made us do irrational things that we would never have dreamed of doing had we not been under their spell?

If so, then the speakers—unless they had recited great poetry—must have been using chiasmus. This figure of speech towers above all the other rhetorical devices in its ability to lower our built-in defenses and arouse our emotions. We could very well call chiasmus the linguistic incarnation of charisma—that rare and elusive power of certain people to inspire fierce loyalty and devotion among their followers.

The use of chiasmus dates back to antiquity. In the 6th century B.C., the extremely wealthy Lydian king Croesus went on record using it: “In peace sons bury their fathers, but in war fathers bury their sons.” Such wisdom in only 13 words! Is it possible that he became fabulously wealthy because he was so adept at chiasmus and—by implication—at compelling people’s obedience? Or did he become so good at coining chiasmus because his wealth had allowed him the leisure to craft it?

Now take a look at this familiar line from U.S. president John F. Kennedy’s 1961 inaugural address, on which so many English-language elocution students had labored investing their own vocal energies over the years: “Ask not what your country can do for you, ask what you can do for your country.” Just 17 words, but they give us the feeling of an immensely satisfying four-hour lecture on good citizenship. Then see chiasmus at work in this charming line by the English physician and author Havelock Ellis: “Charm is a woman’s strength; strength is a man’s charm.” And, one more time, hark to this timeless sage advice from Genesis 9:6: “Whoever sheds the blood of man, by man shall his blood be shed.”

By now you must have already discovered for yourself the fundamental structure and mechanism of chiasmus:  it reverses the order of words in two parallel phrases. Take this chiasmus by the legendary Hollywood actress Mae West: “I’d rather be looked over than overlooked.” “Looked over” is “overlooked” in reverse, making the speaker wickedly but deliciously imply that she enjoys being ogled at. Or take this arresting, old advertising slogan of a Philippine insurance company: “If someone depends on you, you can depend on Insular Life.” By some linguistic alchemy, the parallel word reversals arouse our senses, disarming us so we readily accept their claim as true. Chiasmus has this power because it heightens the sense of drama in language by surprise. It is no wonder that it holds the distinction of being mankind’s all-time vehicle for expressing great truths and, conversely, also great untruths.

Most types of chiasmus reverse the words of familiar sayings in a felicitously parallel way, as in the French proverb, “Love makes time pass, time makes love pass.” For chiasmus to succeed, however, the two insights offered by the word reversals should both be true and survive subsequent scrutiny. (They could also be untrue, and therein lies the danger in chiasmus in the hands of demagogues and charlatans.) But chiasmus need not be an exact reversal of a familiar saying. Take what the English writer Richard Brinksley said on beholding for the first time the woman whom he was to later marry: “Why don’t you come into my garden? I would like my roses to see you.” This implied chiasmus cleverly reverses this usual invitation of proud homemakers: “I’d like you to see my roses.” And chiasmus also nicely takes the form of questions, as in this line from Antigone by the 5th century Greek dramatist Sophocles: “What greater ornament to a son than a father’s glory, or to a father than a son’s honorable conduct?”

If chiasmus is this pleasurable, does it mean that we should spend a lot of time composing it ourselves to impress people? Not at all! Chiasmus is meant to be used very sparingly, to be reserved only for those very special moments when saying them can truly spell a make-or-break difference in our lives, like preparing for battle, wooing the hearts and minds of people, ruing abject failure, or celebrating great success. In our everyday lives, it is enough for us to spot a good chiasmus so we can savor its wisdom, and to have the wisdom to know when we are simply being conned with fallacy or propaganda masquerading as great truth. (October 16, 2003)
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From the weekly column “English Plain and Simple” by Jose A. Carillo in The Manila Times, October 16, 2003 issue © 2003 by The Manila Times. All rights reserved.

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Most of us will be in familiar territory when we talk about using vocabulary as a tool for persuasion. To begin with, hardly ever are we neutral in our choice of words. Parents slant their words in particular ways to reinforce their parenting. Children do the same things to get what they want or get away with things. Our enemies do it to denigrate us in the eyes of others. Religious fanatics do it to make the faithful suspend their disbelief despite overwhelming evidence that they shouldn’t. Advertisers do it to make us part with our money gladly or without guilt. Ideologues and seekers of public office do it to prime us up for their political agenda. With no exception, all of us subtly stamp our words with a personal bias to persuade others to believe what we believe and to do what we want them to do. 

First on our language agenda is, of course, to label people, places, and things. Depending on our intent, biases, or predispositions, for instance, a medical doctor becomes a “health professional,” a “lifesaver,” a “cutup artist,” or a “quack,” and a public relations man becomes a “corporate communicator,” a “spin master,” a “hack writer,” or a “flack.” We do this not necessarily to denigrate people per se, but only to quickly indicate our attitude and feelings toward the subject. This is because if we don’t label our subjects, it often takes us an unduly long time to put them in context for our audiences. Rightly or wrongly then, the idea behind labeling in suasive diction (“Giving a touch of authority to our prose,” December 3, 2011) is primarily to achieve economy in language. We label things because time is short and we don’t have all the time in the world to explain ourselves. 

Using labels is only the beginning of how we slant our language. Even without meaning to or often without knowing it, we take recourse to idiomatic expressions, clichés, slogans and metaphors to drive home our point more efficiently. Most of us know, for instance, that “it’s water under the bridge,” “as sure as the sun sets in the west,” and “at the end of the day” are horribly timeworn clichés, but we still compulsively use them to emphasize our point. We have no qualms of running clichés to exhaustion, unless we happen to be professional speakers or writers who must come up with new ways of saying things as a matter of honor. In fact, the only time we are much more circumspect about using them is when we write something for the public record or for publication under our names. Like most everybody else, we don’t want to have any evidence of lack of originality or of shameless copycatting to be taken against us. 

However, there are two major disciplines that methodically and ruthlessly use clichés, slogans, and metaphors for mind-bending purposes: advertising and politics. Here, we enter that region of language where hardly anything said is exactly what it means literally. We come face-to-face with “double-speak” or rhetoric exploited to the hilt, language that often teeters at the very outer edges of the truth and carried out by incessant repetition. It is suasive diction that, for good or ill, seeks to build niches in our minds for all sorts of marketing or political agenda. We can see, of course, that the mass media is chockfull of advertising that uses this kind of slanted language; as to particular specimens of political propaganda, we need not go to specifics here since we are in the midst of a propaganda war that’s being viciously fought among three supposedly independent branches of a democratic government.1 It is enough that we are forewarned against taking their tirades against one another at their face value, and that we forearm ourselves by learning how to appreciate their messages critically and intelligently. As they say in Latin, caveat emptor, a warning that what we are dealing with here is language that’s barbed all over inside. 

These thoughts about advertising and politics bring us to the use of grammatical ambiguity as a tool for suasive diction. Remember our lessons for using “it”-cleft sentences to achieve emphasis? (“When Even the Passive Voice Isn’t Enough,” June 26, 2009) By definition, we defined the cleft as one that “cleaves” or splits a single-clause sentence into two clauses for semantic emphasis, and the “it-cleft” is that variety that uses the function word “it” to highlight an object of special focus or theme, as in this statement: “It appears that our camp will triumph in this fight.”2 In advertising and political propaganda, this sentence construction is often designed to artfully hide the source of the statement of the “experiencer” to make it appear as a fact rather than a conjecture. That sleigh of language gives the semblance of certainty—a deliberate distortion of language to create what we all know as the “bandwagon” effect. 

In suasive diction, therefore, it behooves us not only to watch our own language, but also the language of those who would deliberately subvert it to promote their agenda at our expense. (March 18, 2004)

From the weekly column “English Plain and Simple” by Jose A. Carillo in The Manila Times, March 18, 2004 issue © 2004 by The Manila Times. All rights reserved.

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¹I have taken the liberty of revising this particular sentence to make the context of its reference to particular forms of political propaganda more current and relevant. In the original essay, the reference was to the fact that the country was “in the midst of a viciously fought national election season.”
²For the same reason stated in the first footnote above, this sample quote replaces this quote in the original essay: “It appears that our candidate will score a landslide victory.”

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