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alliteration (noun) -? The repetition of identical or similar sounds at the beginning of words or in stressed syllables, as in “on scrolls of silver snowy sentences”. Modern alliteration is predominantly consonantal; certain literary traditions, such as Old English verse, also alliterate using vowel sounds.

Source : The Free Dictionary

Etymology : 1650s, “a beginning with the same letter,” from Modern Latin alliterationem (nominative alliteratio), noun of action from past participle stem of alliterare “to begin with the same letter,” from Latin ad- “to” + littera (also litera) “letter, script”.