I love a little alliteration. Assonance has a certain resonance, too. But it can easily be taken too far - either by just coming across too student-y, or sacrificing meaning for artistry.
Take this ad for Nurofen as an example. The text tells you it gets to work in 10 minutes.
But travelling from Heathrow to Regent's Park via tube (where the advert is being placed) takes nearly an hour. In their desperation to find Hs and Rs, they've completely obscured the point of the advert. If I took nurofen at Heathrow and was only getting relief by Regent's Park, I'd be pretty disappointed in the product.
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