<P> A hendiatris is a figure of speech where three successive words are used to express a single central idea . As a slogan or motto, this is known as a tripartite motto . </P> <P> Many advertising campaigns and public information slogans use the technique to create a catchy, memorable way of displaying information . In marketing theory, American advertising and sales pioneer St. Elmo Lewis laid out his three chief copywriting principles, which he felt were crucial for effective advertising: </P> <P> "The mission of an advertisement is to attract a reader so that he will look at the advertisement and start to read it; then to interest him, so that he will continue to read it; then to convince him, so that when he has read it he will believe it . If an advertisement contains these three qualities of success, it is a successful advertisement ." </P> <P> Better - known examples include: </P>

Where does the book rule of three take place