Which linguistic device did Merriam-Webster Dictionary use in their groundbreaking 2003 marketing campaign that increased sales by 22% by appealing directly to language enthusiasts?

In the world of linguistics, marketing slogans represent a fascinating intersection of language and commerce. The most effective brand taglines often employ linguistic devices like alliteration, rhyme, metaphor, or semantic ambiguity to create memorable phrases that stick in our minds. This poll tests your knowledge of how language has been strategically deployed in some of the most successful marketing campaigns in history, with a focus on how linguistic principles underpin effective brand communication.

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Recursive definitions where each term in their advertisements contained another term that required looking up in their dictionary
Malapropisms intentionally inserted into billboard advertisements to demonstrate the importance of proper word usage
Portmanteau words combining 'Merriam' and common nouns to create branded everyday vocabulary
Phonological minimal pairs showing how single sound changes could dramatically alter meaning