Rule of three (writing)
The rule of three is a writing principle that suggests that a trio of events or characters is more humorous, satisfying, or effective than other numbers. The audience of this form of text is also thereby more likely to remember the information conveyed because having three entities combines both brevity and rhythm with having the smallest amount of information to create a pattern. Slogans, film titles, and a variety of other things have been structured in threes, a tradition that grew out of oral storytelling. Examples include the Three Little Pigs, Three Billy Goats Gruff, Goldilocks  and the Three Bears, and the Three Musketeers. Similarly, adjectives are often grouped in threes to emphasize an idea. Meaning. The rule of three can refer to a collection of three words, phrases, sentences, lines, paragraphs/stanzas, chapters/sections of writing and even whole books. The three elements together are known as a triad. The technique is used not just in prose, but also in poetry, oral storytelling, films, and advertising. In photography, the rule of thirds produces a similar effect by dividing an image into three vertically and horizontally. A tricolon is a more specific use of the rule  of three where three words or phrases are equal in length and grammatical form. 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. Slogans and catchphrases. 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: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.Better-known examples include: Comedy. In comedy, the rule of three is also called a "comic triple" and is one of the many comedic devices regularly used by humorists, writers, and comedians. The third element of the triple is often used to create  an effect of surprise with the audience, and is frequently the punch line of the joke itself. For instance, jokes might feature three stereotyped individuals—such as an Englishman, an Irishman and a Scotsman; or a blonde, a brunette, and a redhead—where the surprise or punch line of the joke comes from the third character. The comedic rule of three is often paired with quick timing, ensuring that viewers have less time to catch on to the pattern before the punch line hits. As a whole, the comedic rule of threes relies on setting up a pattern of two  items and then subverting viewer expectations by breaking that pattern with the third item. One particularly notable example comes from "The Dick Van Dyke Show" – "Can I get you anything? Cup of coffee? Doughnut? Toupee?". Just like most comedic writing, the rule of threes in comedy relies on building tension to a comedic release. In the case of the rule of threes, tension is built with the first two items in the pattern and then released with the final item, which should be the funniest of the three. Most triples are short in length, often only two or three sentences , but the rule can also be implemented effectively at longer length as long as base formula is still followed. Storytelling and Folklore. In storytelling, authors often create triplets or structures in three parts. In the rule's simplest form, this is merely "beginning, middle, and end", as expressed in Aristotle's Poetics. Vladimir Propp, in his "Morphology of the Folk Tale", concluded that any of the elements in a folktale could be negated twice so that it would repeat thrice. This is common not only in the Russian tales he studied but throughout folk tales and fairy tales: most commonly , perhaps, in that the youngest son is usually the third, although fairy tales often display the rule of three in the most blatant form. A small sample of the latter includes: Rhetoric and public speaking. The use of a series of three elements is also a well-known feature of public oratory. Max Atkinson, in his book on oratory entitled "Our Masters' Voices", gives examples of how public speakers use three-part phrases to generate what he calls 'claptraps', evoking audience applause. Martin Luther King Jr., the civil rights activist and preacher, was known for his uses of tripling and  the rule of three throughout his many influential speeches. For example, the speech "Non-Violence and Racial Justice" contained a binary opposition made up of the rule of three: "insult, injustice and exploitation", followed a few lines later by "justice, good will, and brotherhood". Conversely, segregationist Alabama governor George Wallace inveighed: "segregation now, segregation tomorrow, segregation forever" during his 1963 inaugural address. The appeal of the three-fold pattern is also illustrated by the transformation of Winston Churchill's reference to "blood, toil, tears and sweat" (echoing Garibaldi and Theodore Roosevelt) in popular recollection to "blood, sweat and tears". Rule