Alliteration has been common in literature for a long time. It was used by Chaucer and so on, and apparently back to the Greeks. I'm aware of it at least since Shakespeare led me up the "primrose path".
Alliterative character names were used, for instance by Dickens
- Nicholas Nickleby
- Clara Copperfield
- Flora Finching
Alliteration is one way to make a name or a passage of text more memorable. For that reason it is often used in advertising, e.g., "Chuckee Cheese".
Many authors have learnt its use deliberately or accidentally. It seems to be used more in comics, but that might be misleading because we remember the alliterative names better. For instance the analysis at
suggests that alliterative names in comics are only a little more common that in real names.
We know from Stan Lee's comments that he used it deliberately, but it sounds like he used it deliberately by accident, by which I mean he was exposed to many sources where it was used, and unconsciously absorbed it as a tool from those influences, rather than stealing the idea from one source.
And the results have been very memorable.