Each of the 40 or so chapters is only a few pages, but that is all that is needed for the author to outline dozens of rhetorical techniques and show how they are integral to many of your favourite lines, from Shakespeare to Katy Perry.
Forsyth explains why ‘Bond, James Bond’ works (it’s a diacope), why the repetition of words at the start of each sentence captures attention (the power of epistrophe), and why epizeuxis is the real estate agents’ best friend (location. location. location).
As a particular emphasis, Forsyth shows how Shakespeare practices and improved on these techniques across his plays, and what makes some of his best lines tick (‘to be or not to be’ gets its power from the symmetry and repetition of ‘to be’ rather than simply as a rhetorical question). He also adds in little asides, such as noting that for absolutely no good reason at all, all adjectives in English have to be in the order of ‘Opinion-size-age-shape-colour-origin-material-purpose Noun’. Hence why you’ve never read about a ‘great green dragon’ (as seven year old Tolkien once tried to describe).
While this is a bleary and badly written review, I found myself adopting a handful of techniques from Forsyth’s book in a speech I gave a few days after reading the book. Not in a forced “can I be clever” way (though I’m always open to such illusions), but in a “oh if I move this to here, or repeat that there, the paragraph will work much better). Small edits that aid eloquence.
Strongly recommended. If only to dispel the idea that learning how language works should be boring.