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An acronym in Word Hero for Sounds, Pictures, and Associations.  Neuroscience teaches that memories get filed in our brains through one or more of these memory-keepers.  The concept helps explain why some expressions get remembered more than others, and why figures of speech and tropes work so well. I organized the book along these three elements.

For examples of sound figures, see sound symbolism, onomatopoiea, and word repeater.

For picture figures, see catalog, Mr. Potato Head, Russian Doll, and descriptive label.

For associations tools, see tropes.

Preview the chapter in Word Hero on SPA.