Parechesis

In rhetoric, parechesis () is the repetition of the same sound in several words in close succession. 
An example of a parechesis is: "He persuades the Pithian ()." Hermogenes of Tarsus discusses parechesis in his work "On the invention of arguments" (Περὶ εὑρέσεως). Alliteration (initial rhyme) is a special case of parechesis. 
It is related to paronomasia.