Research:

In 1999, Matthew McGlone studied the effects of rhyming on perceived truthfulness. He found that statements such as, “What sobriety conceals, alcohol reveals”, were perceived as 22% more truthful and than without a rhyme (“what sobriety conceals, alcohol unmasks”).

Another study also found that rhyming statements are 15% more memorable. Advertisers have used this technique in brand slogans such as Kellogg’s All-Bran: “A great fiber provider” to be seen as more memorable and credible. Due to new technology and modern brands adopting a more professional and formal image, rhyming in advertising has dropped by up to 50% despite the simplicity and effectiveness of rhymes.