allteration in Japanese

I learned 'allitiration' in class and I dont think the word 'allitiration' has originally exsisted in Japanese language culture. It had probably been made up when Western culture had got into Japan.
I dont think Japanese people notice or care about alliteration in Japanese language when we write someting. However, when we speak, it is sometimes noticable and stands out when people use alliteration even if it is unconciously used.