The Slate has a wonderful piece on how the speech writers on both sides of the fence are utilizing antimetaboles. I got all excited when I saw the word, naturally thinking it was a time travel device. But no. It's an age old copy trick of reversing things around in an elegant and powerful way.
Read the Slate piece for all of the details, and then go produce a killer antimetabole headline for your next brand campaign. From BenKunz, via Twitter
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At least antimetabole eases the annoying alliteration endemic in other American executive expressions.
So ask not what you can do for antimetabole. Ask what antimetabole can do for you.
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