What's aliteration in Japanese?

Alliteration, "Touin" in Japanese, attracts attention. For example, many character in comics etc have the name used by alliteration: Mickey Mouse, Doraemon etc. The name using alliteration is easy to remember. Because of this, alliteration is often used in advertisements, newspaper and son on.

              As I learned in the class, alliteration shows the author's skill and intelligence. As I think, we can find the technique easier in classic book in Japanese. I wonder the author in old days often used it for the reason. It is often used in waka, traditional Japanese poem of thirty-one syllables like as follows: なせば成る　なさねば成らぬ　なにごとも　なさぬはひとの　なさぬなりけり。

              But alliteration has a weak point. It has too noticeable. Surely it has also a good point. It sounds like song and humorous. A tongue twister has it and sound humorous. However, if alliteration was used in novel, because it attracts attention keenly we may not concentrate on content. I don not know why but it may concern with the result that alliteration in Japanese novel etc decreased.