Anything to do with persuasion is rhetoric, right down to the argumentum ad baculum, which means threatening somebody with a stick until they agree w… - Mark Forsyth

ad baculum, which means threatening somebody with a stick until they agree with you.

But Shakespeare never drank coffee. Nor did Julius Caesar, or Socrates. Alexander the Great conquered half the world without even a café latte to perk him up. The pyramids were designed and constructed without a whiff of a sniff of caffeine. Coffee was introduced to Europe only in 1615. The achievements of antiquity are quite enough to cow the modern human, but when you realize that they did it all without caffeine it becomes almost unbearable.

So popular is alliteration that in the 1960s it actually made a grab for political power. In the 1960s a vast radical youth movement began campaigning to do things for the sole reason that they began with the same letter. Ban the bomb. Burn your bra. Power to the people. For a moment there it seemed as though alliteration would change the world. But then the spirit of idealism faded and those who had manned the barricades went off and got jobs in marketing.

But nothing has ever been as new as the French Revolution, which was essentially a mob of new ideas armed with pitchforks and intent on murder.