Rule of three (writing)

For other uses, see Rule of Three.

The Three Bears

The "rule of three" is a principle in writing that suggests that things that come in threes are inherently funnier, more satisfying, or more effective than other numbers of things. The reader/audience of this form of text is also more likely to consume information if it is written in groups of threes. From slogans ("Go, fight, win!") to films, many things are structured in threes. Examples include The Three Stooges, Three Little Pigs, Three Billy Goats Gruff, Goldilocks and the Three Bears, and Three Blind Mice.

A series of three is often used to create a progression in which the tension is created, then built up, and finally released. Similarly, adjectives are often grouped together in threes in order to emphasize an idea.

The Latin phrase "omne trium perfectum" (everything that comes in threes is perfect, or, every set of three is complete) conveys the same idea as the "rule of three," while also (appropriately) using exactly three words.

Comedy

One of the best examples of the power of the rule of three is in comedy, where it is also called a "comic triple". Two is the smallest number of points needed to establish a pattern, and comedians exploit the way people's minds perceive expected patterns to throw the audience off track (and make them laugh) with the third element.

• How do you get to my place? Go down to the corner, turn left, and get lost.
• I can’t think of anything worse after a night of drinking than waking up next to someone and not being able to remember their name, or how you met, or why they’re dead. —Laura Kightlinger
• I celebrated Thanksgiving in an old-fashioned way. I invited everyone in my neighborhood to my house, we had an enormous feast, and then I killed them and took their land. —Jon Stewart

The generic three-panel daily comic strip, and "Englishman, Irishman and Scotsman", as well as a blonde, a brunette and a redhead jokes are some more examples of the rule of three used in comedy.

Story

In storytelling in general, authors often create triplets or structures in three parts. In its simplest form, this is merely beginning, middle, and end, from Aristotle's Poetics. Syd Field wrote a popular handbook of screenwriting, in which he touted the advantages of three act structure over the more traditional five act structure used by William Shakespeare and many other famous play-writers.

Snow White receives three visits from her wicked stepmother

Vladimir Propp, in his Morphology of the Folk Tale, concluded that any of the elements in a folk tale 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 often the third, but fairy tales often display the rule of three in the most blatant form, a small sample of which includes:

• Jack and the Beanstalk has Jack climb the beanstalk thrice.
• The wicked stepmother visits Snow White in the forest thrice before she finally causes her to fall dead
• Rumpelstiltskin spins thrice for the heroine and lets her guess his name thrice over a period of three days.
• The hero of The Twelve Dancing Princesses follows them to their ball thrice
• In East of the Sun and West of the Moon, the heroine receives three gifts while she is searching for her lost husband; when she finds where he is prisoner, she must use them to thrice bribe her way to the hero (the first two times she was unable to tell her story because he lay in a drugged sleep).
• In Cinderella and many of its variants, such as Cap O' Rushes, The Wonderful Birch, and Catskin, the heroine goes to the ball (or other event) thrice
• In The Rose-Tree and The Juniper Tree, the dead child, transformed into a bird, receives three gifts that it uses for revenge.
• In Brother and Sister, Brother is transformed into a deer when he drinks from the third stream that their wicked stepmother enchanted, and when Sister is killed by the same stepmother, she visits her child's room thrice, being caught and restored the third time.
• The hero used magical horses to climb thrice to The Princess on the Glass Hill.
• In The Death of Koschei the Deathless, Prince Ivan must watch Baba Yaga's horses three days to receive a horse that can outrun Koschei's.
• In The Dancing Water, the Singing Apple, and the Speaking Bird, a woman says she will bear the king three marvelous children; when they reappear, their envious aunts attempt to kill them by sending them on three quests, after the three marvelous things of the title.
• In The Silent Princess, a prince breaks a peasant woman's pitcher thrice, and is cursed; when he finds the title princess, he must persuade her to speak thrice.
• In The Love for Three Oranges, the hero picks three magical oranges, and only with the third is able to keep the woman who springs out of it.
• In Lewis Carroll´s Alice in Wonderland, Chapter 7, The Dormouse tells the story of three little sisters who lived on a treacle well.
• In L. Frank Baum's The Wonderful Wizard of Oz, Dorothy famously activates the magic of the Silver Shoes by knocking her heels together three times. She is also accompanied by three companions: the Scarecrow, the Tin Man, and the Cowardly Lion.
• In Charles Dickens´ A Christmas Carol, Marley's Ghost tells Scrooge he will receive visits from three spirits: The Ghost of Christmas Past, The Ghost of Christmas Present, and finally The Ghost of Christmas Yet to Come to which Scrooge says, “Spirit, I fear you most of all”.

In most folklore, there are three tasks which have to be performed to reach a certain goal.

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 interesting examples of how public speakers use three-part phrases to generate what he calls 'claptraps', evoking audience applause.

One famous orator, who instilled almost fanatical effects on his audience at mass rallies, was Adolf Hitler. He used the three elements: "Ein Volk, ein Reich, ein Fuhrer" ( one people, one empire, one leader ) to dramatic effect.

Examples include the appeal to "government of the people, by the people, for the people" in Lincoln's Gettysburg Address. Also, "Location, location, location" (the "three" most important factors for a business), or "Lies, damn lies, and statistics" (attributed to Benjamin Disraeli). An early example is the quotation attributed to Julius Caesar, "Veni, vidi, vici".

Martin Luther King Jr., the civil rights activist and preacher was also 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 famously inveighed: "segregation now, segregation tomorrow, segregation forever" during his 1963 inaugural address.

One of the best known instances of this in written political rhetoric is the appeal of the U.S. Declaration of Independence to "life, liberty and the pursuit of happiness" as exemplary of the most basic "unalienable rights".

The appeal of the three-fold pattern is illustrated by the transformation of Winston Churchill's famous reference to "blood, toil, tears and sweat" (echoing Garibaldi and Theodore Roosevelt) in popular recollection to "blood, sweat and tears".

The Welsh Triads and Irish Triads suggest the use of threes was also a mnemonic device - easy to learn verses that were pointers to other information also committed to memory by Druids.

The use of this rhetorical trick is very common in advertising, since it is simple, effective, and efficient.

Copywriting, marketing and advertising

In its many forms, Rule of Three techniques, at their heart, utilise simple three-element patterns to communicate complex ideas effectively. As a result, Rule of Three techniques are common copywriting devices used within marketing and advertising.

In copywriting, the two most common uses of Rule of Three relate to marketing theory and slogan creation.

In marketing theory, American advertising and sales pioneer, E. 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."

These three copywriting principles formed the backbone of the widely-used “Attention, Interest. Desire. Action” (AIDA) marketing model – a system of steps with which to engage an audience. The AIDA model has itself evolved into a Rule of Three technique with its four elements being distilled into the three simple steps of the CAB copywriting model:

CAB:

• Cognition (Awareness or learning)
• Affect (Feeling, interest or desire)
• Behavior (Action).

Rule of Three copywriting techniques are also prevalent within slogan creation. Due to its sheer simplicity, Rule of Three technique is an effective way to create memorable catchphrases. As a result, the technique has been used to create some of the most recognizable advertising slogans in history, for example:

• “Just do it” – Nike
• “I’m lovin’ it – McDonalds
• "Vorsprung durch technic" – Audi

Religion

Main articles: Religious belief and Triple deity

The use of three elements is present in the three Abrahamic religions:

• God is a Trinity of Father, Son, and Holy Ghost.
• The Bible has three Patriarchs.
• Three Jews are delivered from the Fiery furnace.
• The Magi present three gifts to the infant Jesus in Bethlehem.
• Jesus thrice resists temptation from the devil while fasting in the desert.
• Saint Peter denies Jesus thrice before the cock crows but repents with three confirmations of devotion towards Jesus.[1]
• Three men including Jesus are crucified.
• Jesus rises from death on the third day.
• Paul names "faith, hope and love" as the three virtues that remain.

See also

• Hendiatris (or "tripartite motto")
• Tricolon
• Hegel
• Triple deity
• Rule of thirds; a similar concept applied to visual art

External links

• Booker, Christopher (2005). "The Rule of Three". The Seven Basic Plots: Why We Tell Stories. Continuum International Publishing Group. pp. 229–235. {{cite book}}: External link in |chapterurl= (help); Unknown parameter |chapterurl= ignored (|chapter-url= suggested) (help)
• John Kinde: "Rule of Three—A humor technique from the world of comedy"
• Stephen J. Cannell: "What is the Three Act Structure?"
• The Rule of Three used for effective communication within copywriting, marketing and advertising