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We are fascinated by what words sound like. This fascination also drives us to search for meaning in sound - thereby contradicting the principle of the arbitrariness of the linguistic sign. Phonesthemes, onomatopoeia or rhyming compounds all share the property of carrying meaning by virtue of what they sound like, simply because language users establish an association between form and meaning. By drawing on a wide array of examples, ranging from conventionalized words and expressions to brand names and slogans, this book offers a comprehensive account of the role that sound symbolism and rhyme/alliteration plays in English, and by doing so, advocates a more relaxed view of the category 'morpheme' that is able to incorporate less regular word-formation processes.